Back to ThinkingConcept 07 · The new platform
Do not replace something before finding out why it fails.
Use this — working toolPlatform decision gate ↓Philips had around 120 Facebook pages. Many were abandoned, redundant, isolated or serving the same audiences and objectives; only six had more than 10,000 fans. The apparent answer was another platform. The actual failure was ownership, relevance, ongoing content, response and follow-up, and measurement. Start with the customer need and objective. Inspect what exists, then JOIN, ADAPT, MODIFY or ALTERNATE. Build only if necessary.
Fix the route first. Replace it only when the route cannot be fixed.
Platform decision gate
Checklist — answer every line- Audience already presentIs the right audience already somewhere we can reach?
- Same customer objectiveDoes this route serve the same need and objective?
- Adapt the existing assetCan the asset, content or journey be adapted?
- Named owner after launchWho is accountable when the launch is over?
- Ongoing content and moderationWho keeps it useful, current and answered?
- Response and escalationWhat gets answered, by whom, and when is it escalated?
- Clear next action / CTAWhat should the person do next?
- Measurement and stop / exit ruleWhat proves it works, and when do we stop?
If an existing route can do the job, building another one is not innovation.
Customer need + objective
- 01JOINuse what already has the audience
- 02ADAPTfit the asset to the need
- 03MODIFYrepair the weak route
- 04ALTERNATEtry another existing route
NEW PLATFORM
gated: owner, content, response, next action, measure