THINK ABOUT IT: How to Drive Divergent Thinking to Create the Right Strategic Choices
“Real life, however, is very different from school sums. There is usually more than one answer. Some answers are much better than others: they cost less, are more reliable or are more easy to implement. There is no reason at all for supposing that the first answer has to be the best one.” Edward de Bono, SIX THINKING HATS
Last week, I asked you to examine whether your brand suffers from "premature convergence,"—converging before diverging to make a quick decision. You can find it here: https://www.linkedin.com/feed/update/urn:li:activity:7202016655118401539/
I stated that managers are uncomfortable with undertaking a deep, thoughtful exploration and, accordingly, jump to the right answer, which I’ve observed is “the first executional expedient answer that has consensus.”
I also stated that it is typically not the right choice for brand health and growth. As evidence, I offer the vast majority of new product launches that fail to achieve critical Year 1 Business Objectives (i.e., sales, market share, and profit).
What am I getting at? Quite simply, human behavior and its impact on decision-making practices.
My wife of 54 years will remind me that just because I say something doesn't make it right.
She’s right!
But it’s not just me she’s talking about. It’s you, too. And your boss as well. It’s anyone, for that matter.
Because what you say, propose, or choose doesn't make it right just because you proclaim it.
If you’re convinced you're right, you’re probably impeding success.
It’s an opinion, or better yet, a hypothesis.
We have a hypothesis when we don't have data—or, should I say, the “science?”—to back it up.
If we're striving for marketing excellence, then we marketers shouldn’t be much different than our R&D or clinical team members.
We need to develop hypotheses, and then test them.
In this way, we go beyond opinion and conventional wisdom to prove our hypotheses and use the data to aid our judgment in making sound strategic choices.
Diverging necessitates listening and respecting the thinking of our brand teammates.
When we diverge, we develop alternative hypotheses for subsequent check-out via some form of research.
It’s a best practice. If capitalizes on productive diversity and inclusion.
Recognizing that what we think is our hypothesis opens us up to the hypotheses of others. It’s inclusive and invites creativity.
We desperately need creativity to gain a competitive advantage as our products—in this “age of abundance and sameness”—are interchangeable with our competitors.
Far too often, our strategies and initiatives are interchangeable too.
We can and should pressure test our choice, but we don’t have to debate it. We don’t have to push it. It’s a hypothesis.
When you reach what your circle believes is the so-called "right" choice, challenge yourself and your team. Put it in your pocket and search for other options to see if you can develop a better choice.
THINK ABOUT IT
Do you perceive the alternative you propose or the opinion you provide as a hypothesis or fact?
Do you have incontrovertible evidence that what you propose or choose is the best course of action?
Are you open to pressure testing it?
Do you hear what others are proposing and give them, and it, the respect you demand?
Do you have a reliable way to gain feedback from target customers before committing to a choice?
MAKE YOUR MARKETING MATTER MORE
Stay humble. Refrain from letting your ego overcome sound judgment that’s supported with incontrovertible evidence.
Recognize your opinion or choice as a hypothesis.
Treat the proposed alternatives of others as hypotheses.
Pressure-test them.
Diverge before you converge on the right choice—strategy or initiative.
Conduct research to gain valuable feedback in making the “right” choice.
If you found this article helpful, please follow me on LinkedIn https://www.linkedin.com/in/richarddczerniawski/, where I share my perspectives from 51 years of successful worldwide “brand” marketing experience across many business sectors.
Make your marketing matter even more! Avoid critical marketing errors. Eliminate them. Marketing errors can prevent you from realizing the full potential of your brand. Please read my most recent book, AVOIDING CRITICAL MARKETING ERRORS. Order here: https://www.amazon.com/AVOIDING-CRITICAL-MARKETING-ERRORS-Marketing-ebook/dp/B084YXVWFY/ref=sr_1_1?crid=3GK7L6C5ZFK2J&keywords=Avoiding+Critical+Marketing+Errors&qid=1704215761&s=digital-text&sprefix=avoiding+critical+marketing+errors%2Cdigital-text%2C118&sr=1-1. I share a lifetime of learning to help you avoid critical marketing errors and suggest specific actions to help you make your marketing matter (even) more.
Peace and best wishes in making your marketing matter more,
Richard D. Czerniawski