Stop, start, continue…

As marketers, at our best we move quickly and efficiently. We are continually balancing multiple conversation streams, campaigns, and demands at once—and if we manage it well, then people notice: clients, customers, colleagues, decision-makers, and the market. However, while the proliferation of the internet and the rise of asynchronous communication certainly adds a layer of convenience to GyShiDo, they can also encourage less real-time collaboration and reflection. Thus, it’s often up to us, personally, to construct viable mechanisms for asking ourselves: “Is what we’re doing actually impactful?” Or perhaps more pointedly: “How is what we’re doing impacting the business, and if so, where, when, and why?”

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Sometimes—amidst the chaos, meetings, creative energy, and launching of plans and products—it’s good to take a giant step back and ask ourselves these three simple questions:

  1. What should I stop doing? (Translation: What isn’t working and is simply a waste of time, energy, and resources)
  2. What should I start doing? (Translation: How can I think creatively about the task at hand and provide a better solution?)
  3. What should I continue doing? (Translation: What’s going well and how can I do more of it?

This “stop start continue” retrospective is a strategy used by engineering teams across the globe and has been touted as one of the most useful processes for iterating on products.

Particularly with the rise of personalization and exploding consumer choice, it’s more important than ever to continually assess our marketing initiatives based on simple techniques; rather than obfuscating with big, fancy, power-point presentations. 

Our take? Jump in a room with your marketing colleagues and have each person spend 10 minutes sharing their retrospective plan. Creative solutions often come when we get “personal” and commit to moving in new directions.