In the past two weeks I’ve had two very different organizations come to me and ask for help in defining the “what’s the what,” a fascinating problem if you like to create clarity from complexity.
These executives feel that marketing, social media and communications programs are speeding along but towards what end? They’re looking at proposals and plans and budgets and they’re not sure what makes sense. What does a successful outcome look like? How can that be defined in a way that’s clear but also inspiring so that doors are wide open to creative ways to get to “the what.” What are the right resources to achieve the what? And what’s just not necessary?
In today’s business climate and social communications tsunami, complexity is mushrooming at unprecedented rates, as is the pressure to deliver profitability while also innovating. For one day, it might just be worth stepping out of the whirlwind and asking, “what’s the what?”