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In the book Persuasive Advertising: Evidence-based Principles, the author states that one way to identify the ultimate objective (of an advertising campaign) is to keep asking “why?” until it is no longer sensible to ask. Basically, start acting like a 2-year old.

Before you spend thousands of dollars and countless hours, ask yourself some hard questions:

• Why do we want to do this?
• Why is this idea virus going to achieve my objective?

This approach to finding the ultimate truth is also applicable to testing your viral concept. I covered this approach in a previous article; however, I think it’s worth restating.  ”Why” is a very powerful weapon against mediocrity…and failure.

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