I know better. I know how to make technology work. But sometimes even I can't get it right. So here's our very first lesson in digital project management.
A Tail of Two Paths
All project campaigns include two paths. The one followed by the prospects you invite, and the one followed by the creative team. My teams always start by donning a customer hat and walking and talking just like a prospect. We document the path looking for speed bumps, misleading signs, dead ends.
Once we've got that nailed, (often with a stack of 3x5 cards) we do a sort of virtual moonwalk. We travel backward to test the concept. If we've got it right, we switch to our creative hats and start developing all the parts and pieces.
I didn't. At least so far. See I should have built a small, tight little site, THEN published the LinkedIn part. I was actually accused of being a virtual tease because I published the LinkedIn company page with the final link, not the development links.
So, lesson relearned. Path forward, path back, build it and they will come.
Thanks for being here, sorry I the house wasn't clean.