“Get creative” when executing business plans

There’s a false perception that creativity only applies to creative things. Not so. Even if you have a straight-up business plan that is (mostly) a duplicate of last year’s plan, there may be more call for creativity than you think.

Here’s why: even if the tactics are expected, the circumstances around execution may not be, and this creates instant creative challenges. Look for these conditions popping up around your various tactics…

• less money or less time – the two big ones!
• less resource support – people, technology, distribution, etc.
• less engagement – from stakeholders such as customers, employees, partners, etc.
• more internal pressure – for increased results
• more external pressure – from competitors, regulators, etc.
• more requirements e.g. alignment with other internal or external initiatives e.g., strategic, regulatory, operational, etc.

The challenge might arise from one, or a combination of the above. It might be small or large, e.g….

• I need a way to invite our sales force to our annual conference so they’re engaged before they arrive. We don’t have time for the usual pump-up session.
  
• This year, a new set of industry regulations will constrict how we do business yet we must improve last year’s results.
  

Certainly it’s better to be creative when you build a plan although in reality not all teams have that latitude. However, even if you manage to put some innovative tactics in your plan, the creative part is not over. There may be creative challenges in executing these creative tactics. For example…

• OMG we’re doing a live product launch through social media and YouTube. I need a way to educate the team on how to deliver results in this media before we start execution!

There are 15 examples of creative challenges listed in Redefine what needs a creative response. You might find something that looks familiar!

Getting started

If you’re facing a creative challenge, you may not know what to do next. Maybe you asked, and someone told you to “get creative.” How does one do that, exactly, given the realities of the workplace?

To steer you, I offer the highlights of B.I.5 – Breakthrough Ideas in 5 Steps, a way to respond quickly and efficiently to creative challenges, and ensure ideas create value. Scroll down to see the B.I.5 Cheatsheet or download it now.

• First, debunk myths about creativity e.g. “I’m an accountant; I’m not creative.” The creative brain is a muscle; it gets stronger with use. So start using it!
• Step 1: Focus before you brainstorm vs. jumping right to ideas. The outcome will be a Challenge Statement. Share it with your leader in a 5-minute chat to ensure you are focusing on the right issue and that solving it is a priority for the team. Also ask, “Is it more efficient to tweak an existing solution than create a new one?”
• Once you’re confident your Challenge Statement is the right one, share it with your team to activate their thinking and secure their help with next steps.

Continue with steps 2 through 5 on the Cheatsheet below. Involve your leader in the following ways…

• Before Step 2: Invite your leader to share insights or point you to useful data. Then do Step 2 with the team.
• Before Step 3: Determine if you will invite your leader to brainstorm with the team. Be aware that people tend to edit their ideas when there is a senior person in the room.
• Before Step 4: Share the top 3-5 ideas that come out of brainstorming with your leader and give room for the leader to add to ideas. Then work with him/her to develop five top criteria to select and refine ideas e.g., time, budget, resources, alignment with related projects, etc.
• Before Step 5: Share the business case for your idea with your leader to ensure there are no gaps. If your leader is not the decision-maker, rehearse your pitch with him/her and ask him/her to support you going forward. Work with your leader to create a “burning question” that will create instant buzz for your idea e.g. “How will we will increase sales by 10% with half the marketing budget of last year?”.

Leaders can learn how to focus and inspire the creative process of their teams with Creative Conversations, brief (2 to 10-minute) chats that use B.I.5 as a framework.

The Cheatsheet for B.I.5 – Breakthrough Ideas in 5 Steps

The B.I.5 Cheatsheet can be downloaded as a PDF