DSN:PRISM™ - THE COMMS + MEDIA DECISION ENGINE
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Does this plan/idea deserve commitment?
Does this plan/idea deserve commitment?
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.
A promising option is not yet a proven option.
A promising option is not yet a proven option.
THE SIX DSN:PRISM™ GATES
The conditions a communications or media plan or idea must satisfy.
The conditions a communications or media plan or idea must satisfy.
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
A gate is not simply open or closed.
A gate is not simply open or closed.
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
The six gates do not produce a score. They produce permission.
The six gates do not produce a score. They produce permission.
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™
The levels depends on the decision being made.
The levels depends on the decision being made.
ONE OPTION. THREE DIFFERENT DECISIONS. THREE DIFFERENT DEPTHS OF JUDGMENT.
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