Productive vs Reproductive Thinking in Search Campaigns

 

When it comes to problem solving we know that we sometimes need creative ideas to resolve issues that come along. Productive thinking generates a solution for each problem. In contrast, reproductive thinking reuses an old solution to solve a new problem.

In my years in working with search campaigns I've realized that I've become complacent in not only in resolving issues that sometimes arise but also in generating new ideas for search campaigns. Process has its place in search campaigns, understood. If it ain't broke, don't fix it. Ok. There comes a time however where reproductive thinking can be counterproductive. How flexible is your campaign process when a challenging client or a new initiative requires creative thinking to meet expectations? 

Don't become the tethered elephant. Get your team together and brainstorm on how you can improve upon your exisiting process and ways to develop strategies for your search campaigns. Just remember that if you do break it you might have to fix it.

Thanks to Tim Hurson for the inspiration