What would you think is the number one thing effecting the success of your next campaign or product release? Well, if you read the title and guessed clearly defined goals, please continue reading. If not, back up and read another blog, as these communications are not going to be helpful for you. The issue is so obvious but so often overlooked that it deserves some attention. Quite simply, if one cannot clearly articulate the project requirements then the project is most likely doomed to fail; come in over budget; or become something not originally intended.

Failing can happen because human assets will usually deliver when called upon.  Unfortunately, what they can often deliver is an unfocused mess, if they are not given clear objectives. There are some typical things that a company needs to do to direct their people and/or their firm to make this happen. [Read more…]