We all talk about how writing better objectives is a crucial step of our job. In How (Not) To Plan, Binet and Carter go even further explaining that the two key moments in strategy are the objective setting and how to measure effectiveness. The in-between is called “creative chaos”. In fact, without a clear objective, we can’t write a strategy.
Most of the time, The reality is that we don’t have a choice. Questioning the objective is questioning the reason why you’re in this room. Your MD doesn’t want this. So in this Mind Surgery, we’re going to dive into the objective and finding ways to make it work with what you have — and making it useful. During the surgery, we’ll encourage you to share your experience and advices.
As per usual, 10 seats will be available so be ready to hit the Reply Button. The invitation email should land in your inbox on the 23rd of Jan. If we’ve tons of RSVPs, we’ll do another round in Feb. Groovy.
What is Mind Surgery?
A one hour session dedicated to a particular subject, such as 'writing a creative brief', or 'questions to ask your senior clients'.