The Ever-Changing Story

"Change is the essential process of all existence." That was Mr. Spock opinion on change. 

Just as any project that has a process, your marketing tactic that finally got a clear direction might soon change. That's the nature of storytelling. Of course, the goal is not changing just because, but only to lead the story to a perfect ending.

It happens in any creative process, with authors, with screen writers, and within the design process. The point is to welcome that opportunity for change rather than feel frustrated.

Writers start out a book with an idea that, initially, seems unique and perfect, but as they move onto writing a proposal the writer might discover that there could be more to the story than the initial idea. The subject starts getting a lot more substantial once a publisher becomes interested in the book, BUT with another tweak to the story. That evolution is what might make that book a best seller.

If we look at screen writers' work, it's a very similar situation. The script is fantastic and producers love it. BUT scenes might be re-written to the point that you wouldn't be able to recognize the initial idea. The direction of the film changed! That evolution is what could make the movie an Oscar winner.

And there comes the design process. Decisions are made earlier in the process and that's healthy for progress and a smooth process. BUT what happens when you start seeing things differently as the original idea moves along? 

Here are 4 possible factors that could alter the direction of your project or idea:

1. Discoveries before the process starts

Once you have gathered all of your assets and have a beautiful creative brief written, some other unforeseen elements might arise during the design research phase such as new competition offerings.

2. Triggers within the process
You might notice that the new design created for your outreach campaign does not work well in your direct mail piece. Something might be wrong in the way the design was created that is not flexible enough to adjust to different types of media.

3. Environment
Have you seen the news? You might have to reconsider the use of a graphic in the shape of a gun due to current sensitivity.

4. New Trends
The beautiful campaign your team designed last year that was supposed to have a shelf life of 3 years just got outdated due to new marketing trends or technologies.

So, how will you rewrite your story?