How do I deliver added value? By thinking into the task and going beyond it.
I begin the added value process by being committed to searching for the concept that works best to communicate the essence of a product or service. The next quality in added value is allowing free ranging thinking. That means staying with yet going beyond the task, e.g., seeing that there’s a strategy for an entire product range or service when the task was to produce a text, an advertisement for a limited purpose. Getting the right concept and wording for the limited task is the first good. Identifying a strategy is a welcome bonus for everyone. It’s added value thanks to thinking ahead, thinking into and beyond the task. And, if it’s right, the new strategy will lead to new advertising tasks …
