The ease of access to digital ’stuff’ lures people straight towards the solution. It makes it easy to jump into the wrong thing.
How many times have you heard clients or colleagues say:
“We need a new website”
“We need an app”
“We need an email subscription list”
“We need a Facebook page”
“We need a Twitter account”
“We need a blog”
Rarely do we hear:
“We need to do some groundwork to understand where we are, where we want to be, who we’re serving, what their needs are (or what they’re going to be) and how we can meet them.”
The website, app, email list or Facebook page comes last, not first.