People often ask me, “How do you solve marketing challenges with creative solutions?”
The word COULD is a gift to creativity. Open up possibilities by using the COULD in conversations to develop new ideas. SHOULD prescribes one solution. There is rarely one solution to a problem.
SHOULD is great for HR, legal, and compliance departments. It does not belong in creative discussions.
How do you bring out your team’s best ideas?
You ban the word SHOULD. When you are ideating, the first person who uses the word SHOULD–who isn’t a consultant brought in to feed you a solution after months of research–needs to leave. In my experience, I see this as posturing. They are acting superior and want everyone to know they have THE ANSWER.
The thing is that there is not just one answer. Possibilities to solve your promotional challenges are endless! You could investigate multiple ways to connect with your customers and close the deal.
Why SHOULD I stop saying SHOULD?
It limits possibilities and stunts creativity. When someone SHOULDS you it evaporates freedom. It suggests there is one way to do something and shuts down all other opinions and views. However, I will say here that you SHOULD take my advice. 🙂
Leslie A.M. Smith founded McCormick L.A. Public Relations in 1994. Subscribe for more no-nonsense tips like this.
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