David Walker was on The Daily Show a couple nights back and while the topic of the interview was macro level economics, he got into an exchange with Jon Stewart that felt familiar to me. The above quote was in response to Stewart paraphrasing Walkers book asking

“what is the purpose of this plan? Do we have any metrics and goals that these can achieve?”

I think this gets to what’s missing in the strategic planning of many agencies and marketing groups. It’s easy to come up with lots of interesting ideas, but what’s the reason for them? Every time I hear about a Facebook strategy, or a Twitter strategy, I wonder if any one asked “why?” What are the goals the Facebook strategy is trying to achieve and are those the right goals to be striving for? Once you have those goals, what are the metrics you’re using to show you’re reaching your goals.

It’s sad how often I see analysis brought in after the project is finished to help show that it worked, that it was the right project to do. In reality we should be bringing this thinking in at the very start. Bringing analytical reasoning at the start of a project may get us more quickly to asking “I know we said ‘Facebook strategy’, but what does success there mean, and what does it get us? How do we measure it?”

Asking this upfront not only helps prove value to the client, it makes the rest of the project a lot easier to run. Everyone knows what the goals are and why. Designers can design to them, programmers can build to them, debates can be settled based on project goals rather than personal arguments, and everyone can bring their insights to the table and push the project in the same direction.