The Torch

Creating an overall strategy, a strategy that is designed to lead in pre-determined directions and achieve desired results, is the most important step you can take in any business. Intent is a very powerful force that derives its strength from the collective energy of everyone involved. It is always greater than the sum of its parts. Strategy drives results. Period.

Although one of the most important things may be taking a step back and looking at the big picture before deciding on the correct course of action, I am amazed at the number of excuses that are available to avoid this crucial activity. Once an overall strategy is agreed upon, the building blocks can be separated and prioritized. You can then delineate certain goals for particular projects and determine how those efforts relate to one another while providing mutual lift. This is where the real value and magic live.

Implementation, while necessary to be accomplished with utmost care and attention to detail, is really just a string of interrelated functions. Performing the tasks, doing what needs to be done, in a timely and efficient manner, is very important. But, (you knew there was a “but” coming) doing the work must always follow from the strategic intent.

When strategic intent and excellent creative ability are joined together, you get to live and function at an entirely different level. Strategic Creativity is the supercharged synthesis that occurs when thoughtful strategic intent and award winning creative design is combined with an innate understanding of human nature and a clear knowledge of how certain demographics are likely to respond to particular messages. It is a source of raw power, engaged energy, and pure magic.

- George
@GEW on Twitter
President of the Discovery Communications Group