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What is the Idea...the basic, rock-bottom Creative Idea?
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Is this a "good" Idea?
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If so, Why is this a good Idea...what does it offer toward achieving our Objective(s)?
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How does this Idea "mesh" with our already stated and understood Values?
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What about our Mission, our Vision, our Purpose...does this Idea Compliment, or Compete, with those Standards?
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What is the Potential for this Idea in our Marketplace? What can we expect to happen?
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Has anyone in our industry tried this Idea before? Who? What happened - what were the results?
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What about this Idea for other industries...has it been tried? And, what happened?
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Timing...when was this Idea tried?
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Why was this Idea a Success...or Not?
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What Resources are needed to make this Idea happen the "Right Way"? People / Time / Money / Systems / Other Support?
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Should we choose to run with this Idea, When will these Resources need to be Committed - the TimeTable?
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What is the Process to mesh People with the Idea, with the Systems, with the Task -the Objectives- to be Achieved?
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What Person needs to be in Control - who holds Power over Decisions?
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What do the People involved with implementing this Idea Think of the Idea? Are they Committed?
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What are all the ways we can Communicate this Idea, to gain the Maximum Response from our Marketplace?
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What about Frequency? How often will we Communicate to our Marketplace?
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What is the TimeTable for our Communication Plan to come to market?
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Money - what is our Budget for this Plan? Do we have sufficient funds to do it Right?
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"What if"...have we thought about "what if" Plus and "what if" Minus situations?
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How are we going to Measure the Results?
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How soon do we Begin the Creative Process? |
