by Kelly Hobkirk
Knowing what you want isn’t always black and white. If you start out in a grey zone, not knowing the specific end-goal, then add strategy, you will often wind up in no man’s land.
If you skip strategy, moving straight to initiatives, you start out in no man’s land, which is even worse because at the end you will discover that you have nothing useful. Creative that is lacking a strategic foundation is simply art.
If you begin with a specific goal, devise a solid strategy, then get creative with graphic design, art direction and copywriting, the end-product (website/brand/design/ad campaign), will meet your goals and staff will get behind the effort. Everybody wins.