say vs. DO: how digital strategy should be like product development

what brands should SAY 

vs. 

what brands should DO

One of the biggest challenges I have with strategic planning

is that we are set up 

to figure out

what brands should

SAY.

When in fact,

digital

is,

or should be,

more about

what we want people to

DO.

What can we get them to do?

Share a video? Sign up? Tag?

What do they need help doing?

Getting free books?

Planning their garden?

Getting their kids to school on time?

Digital strategy

needs to become more like 

PRODUCT DEVELOPMENT.

Insight + Function

Whether we are creating 

a website,

an app,

even a Twitter feed

or Facebook profile,

we need to think about

what we want people to do.

The web is action-based,

and people want to 

click,

zoom, 

play,

share.

But we need to make stuff that helps them DO stuff,

instead of continuing to tell them "who we are", what is interesting "about" our product and "where to buy" it.

Digital Strategy = Insight + Function

What do we think?

Go! Do!
(Just kidding.
We don't need another ad.
Or another Cylon.)