Planning to Win: Summary Guide With Asset-Framing® Considerations
- Next Narrative
- 21 hours ago
- 2 min read
The Planning to Win Process
Planning to Win organizes the process of campaign planning into seven steps. During each step, you will answer a series of questions to guide your decisions. This guide offers a variety of ideas and examples, but there is no such thing as a one-size-fits-all campaign model. Look to the examples for inspiration, not for definitive answers.
The key to good campaign planning is to start with the core elements and then addlayers. This guide will lead you through a logical planning process so each decision builds upon the next.
Additionally, in each step of this version of Planning to Win, we offer ideas for integrated Asset-Framing. Asset-Framing is an advanced approach to decision-making that takes advantage of the links between unconscious emotional priming, learned mental narratives and our decision-making. Coined by author and social entrepreneur Trabian Shorters in 2013, the full definition of Asset-Framing is “Defining people (places and things) by their aspirations and contributions before noting their challenges, so that we might invest in them for their continued benefit to society. ” Asset-Framing is a paradigm
shift from defining people (places and things) by problems, needs, threats or pain points. Yet, with Asset-Framing, you identify each of those qualifiers as “challenges” but do not use the challenges to define people. Rather, you use their aspirations and contributions.
Here are the seven steps to successful campaign planning:
Define the Victory: What’s your goal? What kind of campaign should you run? Why you? Why now?
Evaluate the Campaign Climate: What are your greatest assets? What are you up against?
Chart Your Course: What path will you take to win? Who needs to join you along the way?
Choose Your Influence Strategy: What decision-maker(s) are you trying to reach and influence? To which audiences or constituencies do those decision-makers listen? How can you influence them to act?
Coalitions and opposition: How can you build power and navigate challenges
Message for Impact: What are you going to say? Who is going to say it
Manage the Campaign: How are you going to put the plan in motion? How will you know whether you’re on the right track or need to course correct?
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