Direct marketing guru Denny Hatch was so enthralled with The Checklist Manifesto by Atul Gawande that he updated his own direct marketer’s checklist.
Denny’s checklist is 58 items long, so it’s pretty comprehensive. For example, here’s #2: Does your copy contain some or all of the 13 most powerful and evocative words in the English language? [Denny's checklist tells you what they are!]
Many of the items seem so, well, DUH!
But as Atul Gawande establishes beyond doubt in his book, that’s exactly why we need checklists! Says Gawande:
"In a complex environment, experts are up against two main difficulties. The first is the fallibility of human memory and attention, especially when it comes to mundane, routine matters that are easily overlooked under the strain of more pressing events."
You might want to print out a hard copy of Denny’s checklist!
Tom
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Tom, Great minds! I’m reading Checklist Heaven now too and it’s fantastic.
As I see it, a checklist is just an easy (and palatable way) to keep on plan, so the impact of our work is as great as possible. Also cuts out the need (or impulse for) duplication of effort in rethinking what’s already been worked through, and makes it easier to do!