How can you identify unintended consequences of your creative strategy?

1 Define your objectives and assumptions

The first step to identify unintended consequences is to clearly define your objectives and assumptions for your creative strategy. What are you trying to achieve, who are you trying to reach, and what are the key messages and actions you want them to take? What are the assumptions you are making about your audience, your competitors, your market, and your environment? By articulating these elements, you can create a framework to evaluate your strategy and identify any gaps, biases, or contradictions that might lead to unexpected results.

2 Conduct research and testing

The second step is to conduct research and testing to validate your objectives and assumptions and gather feedback from your audience and stakeholders. You can use various methods, such as surveys, interviews, focus groups, experiments, or analytics, to collect data and insights that can help you understand the needs, preferences, motivations, and behaviors of your audience and how they respond to your creative strategy. You can also test different versions of your strategy and compare the results to see what works best and what doesn't. By doing research and testing, you can discover any unforeseen effects or reactions that your strategy might have and adjust accordingly.

3 Analyze the impact and implications

The third step is to analyze the impact and implications of your creative strategy on your audience, your stakeholders, and the society at large. You can use various tools, such as SWOT analysis, PESTEL analysis, or ethical frameworks, to assess the strengths, weaknesses, opportunities, and threats of your strategy and how it relates to the political, economic, social, technological, environmental, and legal factors that affect your context. You can also consider the ethical and social implications of your strategy and how it aligns with your values, mission, and vision. By analyzing the impact and implications, you can identify any positive or negative consequences that your strategy might have and how to mitigate or leverage them.

4 Monitor and evaluate the outcomes

The fourth step is to monitor and evaluate the outcomes of your creative strategy and compare them with your objectives and assumptions. You can use various metrics, such as reach, engagement, conversion, retention, or satisfaction, to measure the performance and effectiveness of your strategy and how it influences your audience and stakeholders. You can also use qualitative methods, such as feedback, reviews, or testimonials, to capture the perceptions and emotions of your audience and stakeholders. By monitoring and evaluating the outcomes, you can identify any gaps or discrepancies between your expectations and reality and learn from them.

5 Adapt and improve your strategy

The fifth step is to adapt and improve your strategy based on the findings and learnings from the previous steps. You can use various techniques, such as brainstorming, prototyping, or iteration, to generate new or improved ideas and solutions that can address the challenges or opportunities that you have identified. You can also use best practices, such as benchmarking, case studies, or guidelines, to learn from others who have faced similar situations and achieved successful results. By adapting and improving your strategy, you can enhance your creativity and innovation and achieve your goals more effectively and efficiently.

6 Communicate and collaborate with others

The sixth and final step is to communicate and collaborate with others who are involved or affected by your creative strategy. You can use various channels, such as reports, presentations, or social media, to share your findings, learnings, and actions with your audience, stakeholders, and society at large. You can also use various methods, such as feedback loops, co-creation, or partnerships, to involve them in your creative process and decision making. By communicating and collaborating with others, you can build trust, transparency, and accountability and foster a culture of learning and improvement.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?