Timing is everything

We need a lot of data and insights to prepare a good plan. But taking edges off, not understanding where the disrupting force is makes campaigns and product bland. That's the challenge for good planners: How long do you keep the research head on and when do you switch it out with the dunce cap?



Timing is everything: Take the research hat off to early and you end up with a silly campaign. Take it off too late and you end up with a rational message that doesn't connect. My recipe has always been to start wearing both hats while the research and insights are being finalized. It helps to let silliness creep into the research process.