Thinking INSIDE the Box means to know and
to use as is, change to suit, blend, update,
turn to a new use the tools you currently
own, the tools of your host agency,
association, your suppliers, and your own
talents. Your box is jam packed with “stuff”
and we haven’t even tapped the combined
knowledge as yet of everyone on your
“team”. Your team includes you of course,
plus each and every colleague in your group,
franchise, consortium, host, friends and
social connections. So far not a new dollar
invested. That is a huge library of knowledge
that’s available whenever you need it. Your
“cost” would be an email or a phone call.
yours to use, IF you intend to sell the brand
that owns the tools.
How are we doing? Do you see in your own
mind how large this box is? Are you aware of
all the tools in this box? Do you know the
skills and talents of your colleagues, of the
HQ team, of your supplier BDMs, of your
host’s BDMs?
The bells are ringing I know. They always do.
You’re thinking to yourself, “Holy bookings,
how can I ever get to know about and use all
of these tools?” What a nice challenge to
have. So many money making tools at your
disposal and no time to use them all. What
you do is first make a list. List each and every
tool in the box and make sure you know
where to find them and how to use them.
Once that list is completed, you can analyze
how you will use them, or not. To help you
analyze the changes you might invoke, let
me introduce this decision making grid.
Next we check out the tools that your host
agency provides and generally we’re talking
about marketing know-how, plans and
activities that are happening whether you
partake or not. Your preferred suppliers also
have dozens of tools in their box, and you are
always invited to play with them. They are
THE SMP THINKING INSIDE THE BOX MODEL
WHO
WHAT
WHEN
WHERE
WHY
SUBSTITUTE
COMBINE
ADAPT
MODIFY
Type in your challenge here and apply
the W5-SCAMPER model to your
thinking, planning and revamping.
PURPOSE
ELIMINATE
REARRANGE
Page 6
HOW