“What else?”. Two simple words that are a powerful weapon against mediocrity.

I learned them from a friend of mine who works in magazine marketing. She’s been in her job a while, so she confesses a need to constantly challenge herself to keep things fresh.

She asks “what else?” in every meeting, on every project and in every review with her staff.

These words help remind her that there is always a way to push things further.

Could it work for you?

Here’s a simple check list to apply the “what else” principle:

What else can we do with this idea that no one else could?
If you’re going to do it…own it!

What else can we do to activate this idea on more levels?
Make the most of every precious dollar.

What else do our consumers really want?
Make sure you’re meeting genuine target needs and not just talking to yourself.

What else can we do to surprise and delight them?
Go beyond satisfaction, offer some magic.

What else can we put in place to measure effectiveness? .
Quantify results to demonstrate success and support for more budget.

And the two that I think are the most important:

Ask your juniors…what else would you do?
Use every moment as a training opportunity.

What else are we scared to try but should consider?
Go on, be bolder!

So on this Monday morning, as you shake off the weekend cobwebs and get back into the work day swing, try asking yourself “what else” and see what develops.

That’s my point of view. What’s your twist?

What other “what else” principles do you use to keep things fresh?

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


  1. Love the part about asking juniors “what else?” since they are on the pulse of a lot of what’s next and we may not have considered.
    I’d also add, what partners could I possibly work with on this project/idea to expand our reach and impact.

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