A "Business Goal" is measurable, whereas a "Communication Goal" is people believing that you're better than your competition. When you brainstorm, half of the problem is that you're brainstorming the wrong problem. Think about the big picture, make a plan and execute an argument by keeping this four-step guide in your toolbox and up your sleeve for wherever you find it applicable:

Step 1: Goals – Have awareness of your preferences

In order to motivate people to do anything for you, you must offer convincing belief. Goal-setting is one of the most underestimated techniques when finding the clarity of your goal.

Step 2: Audience – Analyze your target demographic

Whether it's their age, personality, or a characteristic with more depth to it, name your data. Nobody likes to be sold, but everyone likes to buy. Let them think it’s their idea, and have it be bright – not big.

Step 3: Insights – Data is dots; insight is connecting them

These are the actual realizations made once you have completed the four-step guide thus far. Your idea has to match all insights, so be careful to keep consistency.

Step 4: Strategy – How to defend the right idea

To do this, you must evaluate the assisters, or things that help you, and the resisting factors. Focus on resistors as to why you can’t get to your goal. For resistors, ask why it’s true three times to lead to insight, since the logic is to compartmentalize the cons.

When establishing your perspective, it's crucial to tell where it came from and why it’s smart. What is most critical is the most creative. In essence, this four-step guide is thoughtful problem solving. It is helpful to think "inside the box" for strategic solution and to look "outside the box" for creative inspiration. You should want intelligence leading creativity. There is no right or wrong answer, but a better answer to fulfill insight.