You’ll probably hear a lot of advice this New Year about how to be better, look younger, eat healthier, or earn more. All fine, I suppose. But if we want real transformation, how about we sharpen our questions?
In 2024, we're all being asked to do more with less, especially in digital marketing, content strategy, and creative operations. Diving into DAM projects without asking critical questions is a recipe for stress and burnout. Think of it like the overeager gym rookie trying to squeeze two-hour workouts into their already packed schedule.
Why ask questions? You might have heard of root cause analysis (aka the 5 Whys, read more here if you wanna geek out on consultant methodology), or getting to the real reason behind a decision. Asking questions can help you prioritize, understand, and most importantly succeed in your project. Here are 5 questions I’m asking in 2024:
1. What impact does this project have?
Understanding how this project ripples through other initiatives helps you allocate resources, connect with the right teams, and set realistic timelines. Is the DAM the backbone of a new regional CMS? Prioritize asset strategy before the sitemap is finalized. Is it a proof-of-concept for a future headcount-boosting project? Include features that will improve the larger project too. Asking about impact helps weed out low-value requests that could make future projects harder to launch and become obsolete before launch. Remember, saying no is okay if it leads to a better plan or frees up resources for bigger wins.
2. How does this project fit into our 2024 goals?
By February, most companies unveil their business goals for the year. As a consultant, research market trends and forecasts impacting your clients. If expansion, hiring, or restructuring are on the horizon, your DAM and other digital projects need to adapt. Align your work with supportive goals and show how they're key to those 2024 business goals’ success.
3. What does success look like?
It's tempting to just do our jobs well and hope for recognition. But heads-down work rarely translates to promotion, fortune, or fame. Instead, define success upfront. For some projects, it's clear – migration, new content types, library restructuring. For others, it's a deeper dive. Ask stakeholders what success means to them. Quick wins might motivate everyone and unlock resources for future phases. And make success visible! Learn data skills, run reports, and weave compelling stories to showcase your achievements.
4. Why prioritize this over other tasks?
We're all busy. Prioritizing high-impact tasks ensures they get the attention and resources they deserve. Analyze your to-do list, identify what needs immediate attention, and delegate or cut the non-essentials. Focus on your top 3 tasks daily. Don’t worry about looking busy - do high-value work over busy work this year! If you've already asked the first three questions, you should have a good grasp of the project's value.
5. Who can make this project better?
Don't go it alone! Involving Subject Matter Experts (SMEs) early on adds invaluable perspective. Cross-silo teams tap into institutional knowledge and prevent you from reinventing the wheel or burning out. I once needed company ID numbers attached to headshots for unique identifiers. Consulting with an HR colleague saved the day (and cost only five minutes of their time) with a monthly report. Talk to people, ask for help, and remember, that collaboration brings value to both teams.
Yes, some of these questions evolved into answers, but that is the beauty of curiosity. You will learn something worth sharing with the next curious soul who asks the same question. Make 2024 a year of insightful questions, not empty resolutions.