Amen to the pre-mortem. They can be invaluable in framing expectations. Another tip: The "5 Reasons" exercise, i.e. In 5 minutes, the team articulates 5 Reasons an idea/project/campaign will fail. Be specific about exactly how and why. Then... flip to 5 minutes spent articulating why the same idea will be unexpectedly successful—i.e. what *could* occur if luck intervenes? Then take a break. Maybe for 24 hours. When you return, you'll very likely see immediate ways to tune, de-risk, and enhance the idea/project/campaign.
Amen to the pre-mortem. They can be invaluable in framing expectations. Another tip: The "5 Reasons" exercise, i.e. In 5 minutes, the team articulates 5 Reasons an idea/project/campaign will fail. Be specific about exactly how and why. Then... flip to 5 minutes spent articulating why the same idea will be unexpectedly successful—i.e. what *could* occur if luck intervenes? Then take a break. Maybe for 24 hours. When you return, you'll very likely see immediate ways to tune, de-risk, and enhance the idea/project/campaign.