startup

It happens quite often in startup culture. Brainstorming sessions happen, and countless bright ideas are conceptualized and developed. Too much of a good thing is never bad, right? Well, not quite.

The problem with bringing together many brilliant minds (which is usually how startups are founded) is that sometimes it can be difficult to stay on task, to see the big picture, because of all of the new ideas constantly popping up.

It’s a common occurrence, so if this situation sounds familiar, don’t despair. Startup culture is fun, exciting, and bursting with creativity — but it requires strength to stay on course. We’ve gathered some tips on how to keep bright ideas organized and help keep a startup’s marketing strategy on its course.

Too Many Cooks in the Kitchen

In many brainstorming sessions or meetings, it seems everyone has an idea that should be heard. And while there is much benefit to the gathering of minds, this can often serve up more confusion than anything else. Often, the original plan for a marketing campaign is quickly dropped and forgotten in favor of a new idea.

While there is an argument for using fresh ideas, it’s important to stay the course when it comes to marketing. Perhaps an all-hands meeting isn’t the best way to finalize strategy. Perhaps it’s better for a larger group to have an initial brainstorming session, put forward the best ideas to a deciding group, and let that deciding group execute the campaign.

The term “too many cooks in the kitchen” refers to ideas getting muddled due to too many differing opinions. Reduce this clutter in order to have a better definition of the path forward.

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Ask What the End Goal Is

What is the end game of the business, or the specific marketing campaign? This should always be kept in the back of your mind when evaluating new, fresh ideas. And if there is not a defined end goal, then that should be the first step taken.

When a new idea is presented, ask how it helps bring the brand closer to its end goal. For example, let’s say an employee has put forth the idea to run a social media contest to promote the brand. How does this fit into the overall strategy? Or, does it only distract from the overall campaign?

Most brilliant ideas will have some sort of benefit from implementation. However, it’s important, particularly for startups as they gain traction, to stay consistent, and to stay on task.

Results take time. Constantly changing tactics or inserting new ideas can muddle the picture on whether or not a brand is successful. Instead, let a campaign breathe and perform for a few weeks before making more changes based on its performance.

Managing a startup full of big thinkers can be challenging, and everyone deserves to have their voice be heard. If it helps, keep a running list of ideas that perhaps won’t work immediately but may have a place in future plans. Don’t automatically drop an original idea for one that seems more “exciting” — and always keep the end goal in mind.

Finding success as a startup can be challenging, but by keeping at it, staying consistent, and avoiding distractions, startups can be successful. It just sometimes takes a bit of time, energy, and investment. Patience pays off!

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Ronn Torossian is the CEO and Founder of 5WPR.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.