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Thursday, November 5, 2009

Starting Over, Part 2

I'm a huge fan of NOT starting from scratch. If there's a remnant of a leftover idea, approach, or possibility sitting around, I always want to begin there and get that much of a head start toward a final goal by incorporating what I've done before.

Earlier this year, long-time friend Vince Koehler stopped by while in town. Vince shared his approach on collateral updates: he requires his staff to throw out all the copy on a brochure that's being redone and start over.

The reason? Doing so forces strategic thinking and a fresh creative view of the program that's being marketed. There's the potential for tremendous innovation value since this is another way of forcing a different look at a familiar topic.

If you've got a project that looks and feels like a re-do, why not give this approach a try? Toss out everything that's gone before, and it will feel just like starting over. - Mike Brown

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