Five Signs That It’s Going to be a Great Project

A web developer once told me that her ideal projects required two out of three qualities: the opportunity to learn something new, to work with interesting people, or to make a ridiculous amount of money. That’s not a bad criteria. Here’s another spin on that idea: how can you tell the project you just started is going to be great?

Based on my experience, terrific communications projects start off with these five glorious signs:

1.     A clear goal. “We’d like as much media coverage on the findings of our latest report,” is straightforward and achievable. What’s not achievable? “I’ll know what I want when I see it.”

2.     A topic that’s fascinating. New approaches, new findings, a different view – it’s exciting and refreshing to take on a project that allows for a different mindset or approach to an old topic. Maybe that fascination isn’t evident early on. What’s lovely is when you can see the sparkle that everyone else hasn’t quite seen, and can dazzle with a fresh view on the mundane. Which leads us to item #3.

3.     Trust. Theoretically, creative types are hired to apply their experience and skills to the issue at hand. Maybe the client loved your writing sample, or your portfolio, or your web site. If that amazing client wants you to apply your magic to his or her report, presentation, or campaign without a battle over every phrase, it’s time to celebrate.  

4.     Everybody’s reasonably happy. The meetings are fun because the team is confident and likes what it’s doing – even under challenging conditions.

5.     Clear terms. I also call this item “hygiene”: the details that apply to every aspect of a project. Scope, objectives, the time period, the rate – all of these need to be defined before the work begins. There’s nothing worse than a surprise at the end that involves a loss or misunderstanding on either side.

While not all projects will be great, most have potential. Stay tuned for tips on how to turn the “eh” into the fabulous. Yes, it can be done.

Getting that creative project done (for real)

Starting is great. Sticking with it is good. But finishing is priceless.

Let’s say you’re taking on a major communications project. It may be a web site redesign, or an annual report, a video or an important white paper. The project is made up of many parts; some complicated, some with different timelines, some requiring the time and expertise of someone who seems to live in airplanes.

And you’re in charge.

What to do?

The first thing is to be in charge. Someone has to organize those great, creative ideas and see to it that a final product is delivered. You have to own it – and have the license to make assignments, deadlines, and ensure all the parts are completed on time and are of the highest quality possible. Without a leader, or worse, a leader who’s never around or can’t make decisions, the project will drift.

Once that’s secured, break down the tasks needed to get the job done. For multi-faceted projects, I like to create a grid that breaks a larger, complicated project down into smaller assignments. Each assignment has an “owner” and a deadline. I also add a column for notes – the important critical details. For example, maybe the anointed author of a critical part of a report will be on Kuala Lumpur for most of July. That’s worth noting; it also worth determining how this could affect the overall schedule.

Ah, the schedule.

Sometimes creative projects have vague deadlines. If someone is told, “there’s no deadline,” they hear, “this isn’t very important.” If there is no deadline, create one (remember, you’re in charge). Amazing how things get done when there’s a deadline.

Next step: back the schedule into the deadline. Keep track of those notes. Be realistic. If you can avoid it, don’t create a schedule that will only work if half the talent works through every weekend and a holiday. Schedules like that have failure written all over them.

Don’t forget to factor in time for both review and production. Important products need approval, usually from the busiest people. Reviewers should have a deadline too, but again, be realistic. If production or any other technical task is involved, ask someone in that field how long the task should take. Factor it in. Assume nothing.

Finally, being a perfectionist is good; not finishing is bad. If you’ve managed a project well, you’ll know exactly where the weaknesses are well before the deadline looms. Deal with them. Do everything you possibly can to move the project to the finish line on time.  

When things start to feel like they’ll never come together, remember: the difference between a great idea and a finished anything is huge. Keep going. Rattle the cage. Come up with Plan B. Find new talent. But by all means, finish.