If you can’t synthesize it, if you can’t put it down on paper, it’s really difficult to go forward. You save yourself a lot of money by the struggle of putting it down on paper.-jd
Carolina: Absolutely. They say that strategy is sacrificed, and you will be surprised when I do this work with entrepreneurs, or even one of the concepts in the book is defining what you want to stand for. Even that simple question in defining what you will offer, the reason why your brand or your business exists and what will you set apart, you have this whole range from people that give you a long laundry list, a feature, and consumers don’t buy features; they buy benefits, all the way to not necessarily being able to define a relevant way of connecting with consumers.
Just putting things on paper will help you pressure test if you will on whether your proposition is the right one. And then with that, you can compare it versus the next available competitor or again it’s really the vision or where you want to take your brand. I really believe that having goals without a plan is really just a wish; so putting it on paper is what really enables you for it to manifest and get feedback and get it going and pressure test your thinking.
About: Carolina Rogoll has been building some of the world’s most beloved brands for over ten years. She has worked across different product categories in global markets and led several complex initiatives with diverse teams.
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