DSN:PRISM™ - THE COMMS + MEDIA DECISION ENGINE
DSN:PRISM™ - THE COMMS + MEDIA DECISION ENGINE
DSN:PRISM™ examines whether an option has enough permission, evidence and operating support to deserve commitment.
It determines what is supporting the option, what is blocking it, what remains unproven, how much commitment the evidence allows, and what the organization should do next.
THE SIX DSN:PRISM™ GATES
A plan/idea does not pass because it looks strong in the room.
It must satisfy the gates governing the real game.
The gates help brands examine whether demand already exists and needs to be captured, or whether new meaning, permission, belief, occasion, or behaviour must first be created before demand can form.
GATE STATES
DSN:PRISM™ records the condition of each gate so leaders know what the evidence actually permits.
The gate states prevent uncertainty from disappearing beneath a simple yes or no.
DECISION RULINGS
An option may perform well across several gates and still contain one weakness serious enough to make normal commitment unsafe.
DSN:PRISM™ therefore does not average the six gates into one reassuring number.
Each gate receives an explicit state:
Open · Conditional · Constrained · Closed · Unproven
Having examined the six gates, what is the organisation now permitted to do?
DSN:PRISM™ answers with one of five Decision Rulings:
Fund · Cap · Stop · Transform · Evidence Hold
THREE LEVELS OF DSN:PRISM™
ONE OPTION. THREE DIFFERENT DECISIONS. THREE DIFFERENT DEPTHS OF JUDGMENT.