Think “inside” the box
before “outside” the box”

Thinking outside the box is a buzz phrase. Business-speak folks love to use it. Yes, it does have a place in the lexicon of creative thought. But it’s a poor choice of words when presented as insight by a Dingbert (sic) who hasn’t had an original idea this century.

Sometimes, like a cat, you can get in trouble for going outside the box. Still, I welcome cockamamie concepts. Often they make the juices flow and lead to good things. But I’ve worked with clients who jumped out of the box (before they did their duty) to chase a new silver bullet idea. In their quest, they abandoned what worked and lost momentum and business.

One client dropped a new dealer support program in regional publications after only two insertions. They pulled the plug before they analyzed both the short term results and the potential life time value of each new customer. Then they shifted their focus (and budget) to reinventing the product and package.

By not running a modest follow-up campaign they frittered away the investment already made.

Marketing communications is no job for quitters. Sure, there’s always room for tweaking and innovation. Just don’t be too quick to think outside the box of proven concepts until you’ve honed the reliable tools you have…tools with a history of building business for smart marketers with the patience and skill to use them properly.

The message: Think inside the box first. You’ll be more likely to increase the R.O.I. of your marcom budget.