Imagine you’re working with the CMO at a telecommunications company. The theme for the quarter is “optimize,” and your team is currently focusing on personalization. In the monthly planning workshop, your client requests that your team creates a video for the “About Us” page because the company’s CEO thinks it would improve the page. Which of the following is the best response in order to stay focused on the current theme and focus area?

The best response is to ask, "Help me understand how this directly impacts our goals." This aligns with the Growth-Driven Design principle of focusing on data-driven decisions and the current theme of "optimize" and personalization. By asking how the video impacts goals, you prompt the CMO to connect the request to measurable outcomes, ensuring that efforts contribute to the established strategy rather than being based on a subjective opinion. The other options are less effective because they either immediately jump into execution details ("Who needs to be involved in developing this video?" or "Can you send me some examples...") or broaden the scope without first validating the core request ("Where else could we use this video..."). These responses would divert resources without first confirming the strategic value of the video, potentially leading to work that doesn't align with the current optimization and personalization goals.