to be a
Shannon R. Mouton Gray
Director, Marketing & Digital Media
1. Know your objectives
What are the organization’s objectives?
What are your team’s objectives?
Helpful hint: Make sure organizational, team
and personal objectives align
2. Ask questions
Why are we doing this, that or the other?
What do we want our clients, customers
and audience to think, feel, believe or do?
3. Listen to data & your intuition
Does the data support your initial ideas,
thoughts and instincts?
What isn’t the data telling you?
Helpful hint: The data is a snapshot, not the
4. Take note of what others say
What are your customers, clients and
What do your colleagues and your have
team have to say?
What are your competitors saying?
5. Write IT down
IT—the strategy, ideas, plan, timeline,
budget, goals—doesn’t exist if IT isn’t
Helpful hint: Getting IT out of your head and
onto paper makes IT real.
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