Hindsight, as they say, is always 20/20. This month’s article is about a technique you can use to improve your foresight, too.
Researchers have found that people generate explanations more efficiently when they think of an outcome or event as certain. Premortems are a little-used way to use this “prospective hindsight” to improve foresight, enabling you to create better plans that achieve better outcomes.
Get everyone thinking about what could go wrong
The basic idea of the premortem is to anticipate everything that could go wrong before a launch. Assemble your team and ask everyone to think about what you all want to see happen with this campaign. Next, assume the campaign ran and it was a failure – and start brainstorming all the possible reasons why the failure occurred.
For this process to work you need:
Take steps to prevent or avoid these potential pitfalls
Once you’ve identified what can go wrong, you need to do something with this information. You may need to modify some aspect of your campaign. Or you might simply need to be vigilant about watching for the early warning signs of the problems you identified, tracking each concern through the life of the campaign.
CUSTOMER SPOTLIGHT: PAULA SCHAEFER LAW