Here's how you can enhance your decision-making process in Creative Strategy.

Using data as a framework can help with a starting point but shouldn't be a cage you lock yourself in. Data is there because it already happened. Make sure your vision is clear before you gather data in order for you to look at it through a future-oriented frame of mind. You may be surprised at how it can be a validator to what comes next.

Try it on and test it on your actual audience. User test. Don’t be a genius at guessing, gather data that drives the decision (also easier to make the argument if it’s not you making an argument, but the data speaks for itself).

Enhancing decision-making in creative strategy involves a blend of analytical thinking and creative intuition. Understand your target audience's needs, preferences, and behaviors. Use data and research to inform your decisions and ensure your creative strategy resonates with them.

Before talking any strategic decision, it’s definitely important to have a framework to understand the industry, competitors, products, customers. It also helps to understand substitutes for our product / service. Interacting with people (organization, sales, distribution channels, influencers, customers) also greatly helps in getting important insights. The next stage is to filter/ analyse the insights and select the important insights that will assist in the decision making.

For B2B technology/products, you must thoroughly understand what your client’s products are/do and why their customers might need them. Know what keeps your prospect up at night. How can your product/solution ease their mind, solve their problems, and achieve the results they have been looking for? This is where the rubber meets the road: you MUST become an SME for your client’s business. Lazy cliché headlines alone won’t cut it. Study. Then, get creative in describing the feeling/result you offer.

It involves a blend of intuition, data analysis, and strategic thinking. Start by thoroughly understanding the project objectives, target audience, and market trends. Use this information to generate creative ideas and concepts. With this information, evaluate these ideas critically, considering their alignment with the brand, feasibility, and potential impact. Involve stakeholders in the decision-making process to gather diverse perspectives and ensure buy-in. Lastly, leverage insights from past campaigns or industry benchmarks to inform your decisions.

Data-fuelled insights ground and bolster your proposal, showing the client there's more to what you're putting forward than a 'hunch'. Marketing is both art and science, the art part is subjective, but the science bit ain't. You can use the science to justify the art.

Defining SMART objectives hinges on articulating the 4 Ws with precision: Who is your audience? What action do you want them to take? Why will they take it? When should it occur? Sharper articulation of these questions enhances the likelihood of crafting a potent creative strategy. While seemingly straightforward, answering these question demands empathizing deeply with the customer's perspective.

Adding to this, the #pragmaticvisionary approach is a way to succeed. Based on #kyc inputs and having clear long-term goals (vision), it becomes easy to take pragmatic steps that are #SMART, lean, agile and sometimes even joyful. Follow your vision to achieve your short-term and long-term goals as you go - but always take pragmatic decisions at each and every step.

Data is a springboard for creativity, not a cage. It reveals hidden trends, breaks assumptions, builds a strong foundation, and measures success. Think of it as a conductor guiding an orchestra (not actually playing an instrument).

Clearly outline the goals and objectives of your creative strategy. Knowing what you want to achieve will help guide your decision-making process.

Creativity is ultimately about communication, so who are you talking to? What message do they need to walk away with? By having clear communication goals in mind, you can benchmark what success looks like for your strategy and campaign.

Setting clear, measurable goals is paramount: Establish objectives that are specific, achievable, and tailored to drive the creative strategy forward. Reflecting on past projects, those with quantifiable targets consistently yielded more focused and effective outcomes. Prioritize objectives based on impact and feasibility. This prioritization has often been a compass guiding my teams through the creative process, ensuring we invest our resources wisely.

What is a clear objective? Is always my 1st question when approaching my planning process, I then test it's resolve in that the objective must... 1) Move me effectively through the problem, not around it. 2) Factor the perspectives of all the vested stakeholders for a holistic solution. 3) Be flexible yet robust and dynamic enough to weather the the turbulence of ever changing terrain Once the objectives meet the above criteria then they move into SMART(ER) metric adding E = Evolving and R = Repeatable. The objective must be able to grow and adapt with the data provided in execution and a good objective must be repeatable through refinement. Always factor that a solution may require multiple objectives working in tandem, you decide how!

Think of clear objectives as the North Star guiding your creative journey. In the vast expanse of creative possibilities, it’s easy to lose sight of your destination without a clear sense of direction. By defining specific, measurable, achievable, relevant, and time-bound objectives (SMART), you not only chart a course for success but also anchor your decision-making process in purpose and clarity. Much like a skilled navigator relies on the constellations to navigate waters, creatives can use SMART objectives as their guiding constellation, ensuring that every choice made contributes meaningfully to the realization of their strategic vision. So, let your objectives illuminate the path to creative brilliance

Yaratıcı stratejinizin hedeflerini açıkça tanımlayarak başlayın. Neyi başarmaya çalışıyorsunuz? İster marka bilinirliği, ister müşteri etkileşimi, ister ürün yeniliği olsun, iyi tanımlanmış hedeflere sahip olmak, karar alma süreci için net bir yön sağlar.

Dumping the first 10 insights/ thoughts and then analyzing all of them for a final evaluation is the most important...like our wiser elders always said don't fall in love ( with your idea) so easily

Don't be afraid to think outside the box and explore unconventional ideas. Creativity is essential in generating innovative solutions and setting your brand apart. Encourage collaboration and diverse perspectives within your team. Different viewpoints can lead to richer ideas and more effective decision-making.

Options are double edged sword but the only way you know which ones are better is if you start. There often are many routes to get to a destination - your options should allow you the flexibility to get to your goal in a number of ways.

From my experience, once we set Objectives, it is quite imperative to set a hypothesis. This leads to significantly different creative routes and the possibility to A/B test them and gather data towards decision making.

Exploration is the lifeblood of creativity: Brainstorming a wide range of solutions or strategies without immediate judgment has unlocked some of the most innovative campaigns I've been a part of. Considering both traditional and innovative approaches encourages a culture of creativity and experimentation. Experiences from experimenting with emerging platforms and media have taught me the value of staying adaptable and open-minded.

For both junior and seasoned creative strategists, diversity of thought is the catalyst for innovation. Embrace varied perspectives to enrich your brainstorming sessions—whether it’s encouraging fresh ideas from a junior team member or fostering collaboration among seasoned strategists. For juniors, it’s about exploring bold alternatives and gaining confidence in unconventional thinking. For experienced strategists, leverage your team’s diversity to push boundaries and unearth transformative solutions. Embrace this stage as a playground of possibilities, where inclusive creativity thrives, yielding breakthroughs that resonate with impact and ingenuity.

Does it ever occur to you that the brief from which all wisdom is derived may not represent reality? Years ago, for a telecom client, my partner and I talked to the field engineers who did the actual work whose results we were to glorify. They told us amazing, sometimes hair-raising, stories of the lengths they went to in order to deal with their customers' problems. We added their humanity to the rather cold creative strategy that had been developed from the brief and wound up with creative that reflected not numbers, not technical expertise, but exuberant stories that people could relate to. It's always worth remembering that we are human beings talking to other human beings.

El pensamiento divergente en la exploración de opciones contribuye a la generación de ideas innovadoras, esto incluye tener un pensamiento abierto a incluir dentro de la idea funcionalidades y soluciones ya existentes, conectándolas con conocimientos, herramientas y situaciones de su sector y de otros sectores. Esto, con el fin de enriquecer el pensamiento con la única idea de encontrar diversidad conexiones que proporcionen diferentes opciones para el objetivo propuesto.

Unleash your inner explorer and venture beyond the confines of the ordinary. Dive into the sea of possibilities, where even the wildest ideas hold the potential to spark brilliance. Remember, in the realm of creativity, the unconventional often leads to unparalleled success.

1. Brainstorming Techniques: Utilize a variety of brainstorming techniques like mind mapping, SCAMPER (Substitute, Combine, Adapt, Modify, Put to Other Uses, Eliminate, Reverse), or brainwriting, to generate a wide range of creative ideas. 2. Experimentation: Don't be afraid to experiment with different creative approaches. You can use prototyping tools or low-fidelity mockups to test out ideas before investing heavily in production. 3. Iterative Development: Refine your creative concept based on feedback. Get input from colleagues, stakeholders, and potential customers throughout the development process.

Words, pictures etc dont carry meaning, they evoke meaning ! Your ideas, when presented to others, without the background of that idea, is subject only to interpretation at the hands of the receiver. The interpretation will be subject to the receiver's cognitive, cultural, psychological dimensions. Also, there is a set objective to be accomplished. The above two constitute the risk in creative strategy. You will have to take it if you want a unique or novel way of presenting a fact. But the degree of novelty will be inversely proportional to familiarity and interpretation may go haywire.

In my experience, slow is smooth and smooth is fast. Slow Down and use Design Methodology. Without knowing what you’re making decisions about — you may be solving for the wrong problems. [sic ~ that leads to a ton of wasted time and resources]

Evaluate the potential risks and rewards of different creative approaches. Balancing innovation with practicality is key to making informed decisions.

Every decision leads to consequences, may it be bad or good. Assessing risk is crucial part of any decision making, but if the gains from a decision are valuable, then you can always find your way around the risks.

Each option will carry its own set of risks. Assess these risks against the potential rewards. Tools like SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or risk/reward matrices can be useful in this stage. This assessment should also consider the broader impact on the company, including brand reputation and long-term strategic goals.

Para poder alcançar objetivos de maneira que possa errar, você tem que ter gerenciamento de riscos, não deixe de olhar para essa etapa, ela vai te trazer segurança para seguir forte.

Risk Assessment is an important step to fine tune the process and data to fall within the ideal and measurable range so that it would not result in any or minimal loss - whether physical, digital, environmental, performance and others. The Assessment model should consider and leverage all angles to minimize fatigue and downtime while improving efficiency and flexibility for the decisions. This gives way to optimally balance the process decisions based on the data, model, parameters to tune, dashboard and feedback to continually improve upwards in the decision-making journey. Remember that it's always iterative and you can keep improving as you go through the journey multiple times with confidence.

Considering risks is important for making strong plans. It helps us get ready for problems before they happen, use our resources well, and adapt quickly to changes. Understanding risks also helps us come up with new ideas and keeps people trusting in what we do. By looking at risks carefully, we make strategies that handle problems and make the most of chances to succeed.

Navigate the waters of uncertainty with the compass of foresight and the sail of courage. Risk assessment isn't about avoiding storms but learning to harness their power for transformative voyages. Embrace the unknown, for within its depths lie the treasures of innovation.

Establish metrics to track the success of your creative strategy. Monitor key performance indicators (KPIs) to gauge effectiveness and identify areas for improvement.

There is nothing worse than the sickness of procrastination in organisational decision making. “Do nothing” is of course an option, but then communicate that too and the reasons behind it. Importantly, empower your team to also make decisions — this will engage and motivate, and always taking care to align on expectations. With timely decisions made and consciously communicated, your organisation can move forward at pace and with the momentum and energy required.

Decision-making should be timely and based on the best available evidence. It involves choosing the option that best aligns with the objectives and has a favorable risk-reward balance. Ensure that the decision is backed by both data and intuition, reflecting both the analytical and creative sides of strategic planning.

Creative strategy should be based on impactful insights, data, and clear objectives. It should be exciting, mindful and inclusive, but if things get stuck in the making, and no decisions are made with urgency, then your creative strategy is dead. I believe in making decisions with confidence and get to it fast and with enthusiasm. If you don’t feel enthusiastic about it, then there’s something wrong with that creative strategy! Maybe you’re in the wrong place… move on quickly!

As a creative working in this industry for over a decade, I have found that for creative individuals, decision-making frameworks need to be flexible and adaptable to accommodate the non-linear nature of creativity. This acronym stands for Substitute, Combine, Adapt, Modify, Put to Another Use, Eliminate, and Reverse. Bob Eberle developed a technique to stimulate creative thinking by asking questions that trigger new ideas and solutions.

Many brands leverage customer feedback and market research to design products that resonate with their target audience. Through surveys, focus groups, and social media interactions, these companies gather insights into consumer preferences, lifestyle trends, and performance needs, enabling them to create innovative and customer-centric designs that drive sales and brand loyalty.

Design is really just Problem > Solution. As a design leader, remove your personal preferences and determine if the designer solved the problem within the guidelines of the brand and the specifications of the request. If so, APPROVED.

Effective decision-making in creative strategy requires a blend of innovation and strategic thinking. Start by brainstorming freely to generate a wide range of ideas. Then, refine those ideas by considering your target audience, business goals, and data-driven insights. Throughout this process, foster collaboration to get feedback and iterate on your concepts. Finally, don't forget to reflect on the outcomes of your decisions to learn and improve your strategic approach over time.

Embrace failure as an opportunity for learning and growth. Analyze what went wrong, extract valuable insights, and apply them to future decision-making.

In your reflection and learning don’t be afraid to scrap everything and start over based on actual consumer and market reactions in real time. This will ensure that your mistakes further fuel your growth.

El aprendizaje es el resultado y tiene tanto valor como la conversión que buscamos, es el insumo para mantenernos vivos en esta selva donde debemos ganarnos nuestro lugar, aportando valor real a nuestro ecosistema.

I guess this becomes an important step, and you will often find yourself here. Failure can come once or multiple times, it doesn't mean you are at the end. Reflecting on why something failed can help provide second steps. It can be minute tweaks or re-starting. Spend a little time doing nothing, with more time in daily life. The best fixes and ideas, often come from there, when slightly out of focus.

Reflection catalyzes growth: The decision-making process doesn't end with implementation. Reflecting on the outcomes, both expected and unexpected, provides a wealth of learning opportunities. Identifying lessons learned and areas for improvement has been a practice that consistently enhances my team's ability to make better-informed decisions in future projects.

After implementing a decision, it's important to reflect on its outcomes. What worked well? What didn’t? Why? This reflection should be structured as an iterative learning process, contributing to continuous improvement in decision-making skills.

For creative individuals, reflection is a crucial practice that helps deepen understanding, refine ideas, and foster personal growth. Organizing feedback sessions with fellow creatives or mentors can offer valuable insights, constructive criticism, and encouragement. Discussing works-in-progress can help identify blind spots and generate new ideas.

Ser un "buen" estratega creativo requiere adoptar un enfoque iterativo y de aprendizaje continuo en la toma de decisiones. No basta con implementar una estrategia, sino que debemos analizar rigurosamente los resultados, identificando qué funcionó, qué no y por qué. Esta reflexión crítica sobre cada proyecto nos permite extraer lecciones valiosas que refinan nuestro pensamiento estratégico. Sólo mediante este ciclo constante de acción, medición, introspección y ajuste podemos seguir creciendo y evolucionando nuestras habilidades de toma de decisiones estratégicas. Los mejores estrategas creativos nunca se estancan, aprenden de cada experiencia para tomar decisiones más acertadas en el futuro.

This might be the most important step. Analyze and learn. Evolve your thinking and actions. Analyze and learn again. And put in place mechanisms to help you do it quickly. Embrace iteration. Don’t aim for the perfect. Aim for the great right now. And keep doing that over and over.

Continuously seek inspiration from various sources, including art, literature, technology, and culture. Keeping your creative energy flowing will fuel your decision-making process. By incorporating these strategies into your creative strategy process, you can enhance your decision-making and create more impactful campaigns and initiatives.

Instinct plays a vital role sometimes in decisions making but instinct not basis of what do you think at your ac room. If you are experienced and well served in the market (on field) and data, what you gather from the field customer, retailer, and 1st,2nd line sales representative you should calculate all their feedback, From this derivation the instinct you get is what I need to put here.

One's decision making is only going to be as effective as the information one has from which to make the decision. Surround yourself with people who have varied and creative views. Use their experiences, knowledge, and expertise, coupled with your own, to arm yourself with viable options. In the end, you are the decision maker. You must select the best option that will fit the specific situation. There is absolutely no "one size fits all." Be responsible for your decision. More importantly, be accountable for that decision to those that are affected by it.

Here's the golden rule: always step into the shoes of your end user. It's not about you; it's about them. This is the most important thing in marketing brainstorm. When you view things from the user's perspective, magic happens. You start to understand their desires, frustrations, and motivations. And that's where every marketing campaign can really shine. So, next time when brainstorming ideas, remember: it's not about what *you* want to say; it's about what *they* need to hear. Keep that user-centric mindset and keep on rocking. 👌😎

Think about using the mechanics of ultimate creativity: the power of our imagination. In a world where data rules, there is always the power of the mind and emotional energy at our disposal. True creatives trust their own energy and are curious to new ideas. Be a beginner in all contexts; come hungry for options and imagine what you can do to change and develop things in our world.

Do not pay too much attention to the nitty gritty details, keep track on the big touch points and trust your team on their skills and expertise to fill in gaps.

To further refine your decision-making in creative strategy, consider: The importance of collaboration. Engaging diverse perspectives enriches the decision-making process, fostering more inclusive and innovative outcomes. Adaptability is key. Flexibility and creativity in problem-solving ensure that your approach remains relevant in the face of evolving market dynamics and consumer preferences. The role of creativity in decision-making cannot be overstated. Encouraging out-of-the-box thinking can unearth solutions that traditional logic might miss.

Between the first four (gathering data, setting objectives, exploring options, assessing risks) and the actual decision making, there's one step people seem to skip. It's the cooking time. Let everything you've have so far simmer. (Some people call it percolation-- just not sure if the kids actually know what a percolator is. Anyway.) Here's why you need it: - This is when the 'meh' options rise, just skim them off (kinda like the crud in a soup)making everything clearer. -The good ideas get better because your intuition kicks in, making those hidden connections. - You're more certain. (You practically hear that toaster -like "ding!" in your head, So don't rush. Take a step back. The best decisions, after all, are slow-cooked.