Many times, the answer to our problem is more available than we can perceive. An effective solution is within reach if we:

– Clarify our desired outcomes

– Understand our strengths

– Move forward with the one step we can do today

Let’s take for example….

My City wants to increase the amount of recyclables collected from each household. Seeking out new ideas from local marketing agencies, they were likely given solutions that included; a new app, marketing and educational materials, social media strategy, PR strategy, catchy campaign, web redesign and more.

Before implementing any new strategy, the City should first focus on collecting recyclables the same way they do trash.

Size difference: My recycle bin is a fourth of the size as my trash can, yet, my household recycles more than we throw away. If my recycle bin is given a quarter of the space as my trash bin, it sends the message that recycling is not as important.

Accessibility: Recycling habits should be reinforced outside my household. There are often trash cans scattered throughout the City – Recycling bins should exist next to them.

Comparison: If the City treated recycling the way they treated trash pickup, instead of treating it like a good idea, they could increase participation.

Your new initiative may need a brand strategy and campaign. But first, you have to recognize the strategies that are already within reach.