Following The Rules
Rules are meant to create consistency.
Follow this recipe to create the bakery’s angel food cake.
Go through the troubleshooting steps with the customer to rule out common issues.
Following the rules is important when the range of problems they solve for is well-defined.
But the consistent solution might not be enough to solve a severe problem.
A disastrous experience that can’t be remedied by a 10% voucher.
An erosion of brand equity that can’t be stemmed by another batch of direct mail.
A crisis in confidence among an audience long since numb to platitudes.
If the consistent solution won’t solve the problem, don’t hesitate to throw the rulebook out the window.
And for extra credit, figure out if the rulebook is still solving problems that matter.