PROCEDE® is the R.BIRD method for exploring creative strategies and greater possibilities. Its principles are drawn from more than a quarter century of experience and, not, merely invented for the sake of marketing. Our work at R.BIRD respects our Procede principles on every project.

I’d like to share some thoughts with you on the fourth principle of Procede:

There are no wrong answers It’s better to consider an option than to presume an objection.

This week, we are beginning a large-scale redesign for the corporate information and branded websites for a growing, multi-national, consumer product company. Like most website design projects, particularly at this scale, it’s not easy. Suddenly, every division at every level in every location, worldwide, is a stakeholder and has an unique opinion.

This is exactly why it’s important, as designers in the process, to have a 360-degree perspective.

[flashback]

Two examples.

One of our most professionally-rewarding programs in the design of corporate brands and communication was the “ME” program for Mercer. ME & Mercer The stated need was, “We need a PowerPoint template for a new employee welcoming event.” That seems simple enough. Many designers might move right to the drawing board and start cranking. Instead, we asked questions. Why is this meeting being held? How is this event different from those in the past? What is prompting a change? It soon became apparent that what was really needed was a cohesive employee communications program to support specific, organizational change goals. In the end, we delivered a highly visible and wide-reaching, branded communications platform to be applauded by leadership and employees alike.

Oversimplified explanation, yes, but, not just a PowerPoint template. Why did R.BIRD ask questions that might seem, at first, to be irrelevant to the tactical assignment?

Procede Principle #4.

Second example: Tempur-Pedic is a well-known brand, yes? We associate its name with best in quality and highest in price for its product category.

Just before IPO, management recognized that presentation at retail was less than best. R.BIRD was engaged to raise the bar. We were given a brief, of course, with very specific requirements and well-documented parameters. We always include existing background in our work.

Then, we consider options - greater possibilities - we prefer. Our findings suggested that a “health, mind, body, spirit” positioning was where the opportunity for growth would come. “Objection!” The client ruled, “We’ve considered this idea and rejected it.” We continued to explore the option and others. The evidence was overwhelmingly convincing. Today, the objectionable option is endorsed as overarching brand language for Tempur-Pedic throughout the marketing, advertising, and packaging of the Tempur-Pedic brand.

Procede Principle #4.

By the way, stock ticker TPX is up 150%.

[Return to Present]

Our multi-national, website redesign client has made it clear that the strategic focus is brand-building with consumers. The strategy is appropriate, assumed and currently ubiquitous.

However, two-thirds of revenue comes from retail buyers and wholesale distributors and the rest from consumer purchases at retail.

R.BIRD Procede Principle #4 says, “There are no wrong answers.” Then, of course, there must be no wrong questions.

What right questions would you ask? What options should be considered? And, what objections will need to be answered?

Bottom line: Assume Nothing. Consider Everything.