Done. Can’t be done. Shouldn’t be done

Three questions to ask yourself before doing anything in digital

Digital is not just a tool or an environment. It’s a new thinking that we should apply to everything we do in each communication channel. Traditional advertising is good at telling stories. Digital is supposed to recreate these stories with participation of impartial audience. So, the main shift is, actually, from fake to real. Anyone can imagine hoverboard. No one can produce it. Full stop. That simple.

Could it be done?

Can we do it? Does this technology exist? Will it fit the budget? No matter how cool your idea, it means nothing if it leaves gravity out of account.

Will anyone use it?

Okay. Yes, we can. Should we? There is a huge gap between shiny idea and an activation or a service everyone would be passionate about. Don’t rush. Think it through. Run an experiment. Being creative is just not enough to become successful.

Was it done before?

Check it twice. Finally if it still sounds great, do not hesitate, google it. With 7 billions people on the planet, ideas are rarely come in a single copy. In case it was done, was it successful? Why? Could we beat it? Did it fail? Why? Could we overcome same obstacles? No one even thought about it? Why? Is it worth it?

Digital is as tough as a real life. So, please, stay true. Keep it real.