Brian Feener

Having the right answer is great, but having the right question is better.

For the people in the back row….

Having the right answer is great, but having the right question is better.

If I have a e-newsletter, what am I trying to achieve with it?  Is that goal even worth achieving?

How many of my customers am I reaching with my television advertisement?

Is it worthwhile to take resources away from our core competency in order to do this side project?

Why am I bothering with a full page ad in this magazine?

What value does this extra feature ad?  What’s the point of adding an extra button if it takes away from the overall look of the machine?

What aspect of this product speaks to its success?

What questions do you ask of your projects/campaigns?  Do they help you get measurable answers?  (Don’t play if you can’t keep score.)

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