006: My 21 Questions on Distribution

If you’re thinking of doing or making something with the intention of getting people to act, to change their behaviour, to adopt an idea, to buy something from you, to become more aware of what you have planned or to engage with you, you may find these questions to be a useful starting point. 

Try not to skip the order, the questions are listed in this way for a reason. 

1. Who is the real audience that you want to target?

2. How are you actually going to reach that hyper-specific group?

3. What story are you going to tell them?

4. What is the purpose of you doing this particular activity?

5. How does this particular activity feed into your ultimate longterm goal?

6. What action are you asking your viewer / audience / prospect to do?

7. What makes you think they are actually going to do that?

8. Can you realistically expect someone to do that? 

9. Are you doing this activity to serve you, or to serve them?

10. Why is this activity valuable or important to you?

11. How does that fit in with your bigger picture? 

12. What is your underlying strategy?

13. What is the intended outcome of your strategy?

14. How are you going to test this?

15. How are you going to measure this? 

16. What does success look like? 

17. Does this action feel right to you? 

18. Is there anything else you could be doing? 

19. How do you know this will work?

20. How are you mitigating the risk that it won’t?

21. What do you do after this?

James

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