Join C.C. Chapman for an in-depth discussion in this video Clearly define your goals, part of Business Storytelling with C.C. Chapman.
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Throughout this course, we're going to use a fictitious company called The Landon Hotel. Now they're a hotel brand, but it doesn't matter if you're a non-profit, a single entrepreneur, or a big, big brand. We're just using this as a company that we can step through the process, so we can come up with real ideas and you can understand how it is. So the very first step is to clearly define your goals. If you don't define what it is you're trying to achieve and where you want to get to, you're never going to know if you get there. So sit down in a room with whoever is on your team, and figure out exactly what the goals are.
In this example, the Landon Hotel has hotels around the world. And they focus on the local markets they're in. They like to have that local flavor. So each hotel's a little, little different. And their goals are that they want to highlight that as something that makes them stand out from the rest of the world. Usually when you go to a hotel it's the same hotel wherever you are, but the Landon Hotel likes that local flavor. So their goal is to use that as a big part of their storytelling to stand out from the other competition around them. We're also going to sit down and figure out the budget, because let's face it, no matter what your marketing efforts are, what you're doing, you need to know how much money you have.
What kind of resources are you going to have to make this possible? You might have an agency involved or multiple agencies, or maybe a small internal team. You need to define those up front, because let's face it, if you don't know the resources you have to work with, you may be setting goals that are unattainable no matter how lucky you get. So be very, very careful about that. Also in this, a part of it something to think about is the emotions you're going to try to go after. Are you going to be funny? Are you going to be serious? Are you going to be playful? Start thinking about things, because it's part of your company voice. It's part of your brand. It's part of what makes you who you are, and it's different for each person.
But by having that conversation upfront, knowing where we're trying to go to and what we might do to get there, and who's going to be working on it and what we have to work with, is going to make it a much easier process as we go into brainstorming and figuring out what we can and can't do.