“The beginning is the most important part of the work.” – Plato

Telos 3 is based on the Greek concept of “telos,” used by philosophers like Aristotle to denote an end or purpose.  It is the root of the term "teleology"— roughly, the study of objects with a view to their aims, purposes or intentions.

I believe that to build meaningful creative solutions for specific marketing goals we need to follow a simple three-step process — one that relies less on the subjective (and often misplaced) notions of style and personal preference in favor of careful consideration.  These are —

IMMERSE – Before we can start building a solution we need a clear

understanding of the goal: building brand preference, acquiring new

customers, generating buzz — whatever you have in mind. And that

comes by asking good, thoughtful questions. In fact, it is said that a

well asked question answers itself.

CREATE – With the goal well defined it’s time to let the creative

juices flow! But that doesn’t mean presenting a raft of random ideas.

It means developing new and innovative approaches — ones that stand apart from one each other, and everything else in the marketplace.

EVALUATE – Now we step back and take a critical look at the work, both emotionally and objectively. Did we score a goal? Are we in striking distance? Here is where we revaluate and retool if necessary, asking the ever-important whys and what-ifs.

Then the process begins all over again.