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to reach the Objectives
outlined in "The Plan"
- What is the Idea...the
basic, rock-bottom Creative Idea?
- Is this a "good"
- If so, Why is this
a good Idea...what does it offer toward achieving our Objective(s)?
- How does this Idea
"mesh" with our already stated and understood Values?
- What about our
Mission, our Vision, our Purpose...does this Idea Compliment, or Compete,
with those Standards?
- What is the Potential
for this Idea in our Marketplace? What can we expect to happen?
- Has anyone in our
industry tried this Idea before? Who? What happened - what were the
- What about this
Idea for other industries...has it been tried? And, what happened?
- Timing...when was
this Idea tried?
- Why was this Idea
a Success...or Not?
- What Resources
are needed to make this Idea happen the "Right Way"? People
/ Time / Money / Systems / Other Support?
- Should we choose
to run with this Idea, When will these Resources need to be Committed
- the TimeTable?
- What is the Process
to mesh People with the Idea, with the Systems, with the Task -the Objectives-
to be Achieved?
- What Person needs
to be in Control - who holds Power over Decisions?
- What do the People
involved with implementing this Idea Think of the Idea? Are they Committed?
- What are all the
ways we can Communicate this Idea, to gain the Maximum Response from
- What about Frequency?
How often will we Communicate to our Marketplace?
- What is the TimeTable
for our Communication Plan to come to market?
- Money - what is
our Budget for this Plan? Do we have sufficient funds to do it Right?
- "What if"...have
we thought about "what if" Plus and "what if" Minus
- How are we going
to Measure the Results?
- How soon do we
Begin the Creative Process?
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