It is fascinating how we continue to look for the right answer. Perhaps it is because of schooling systems which expects us to know the ‘right answer’ in order to pass examinations. Perhaps it is because of interviews panels that expect us to know the right answers in order to qualify for a job. Perhaps it is because of management who expects us to make the right decisions to business problems.

But what is a ‘Right Answer’? Who decides its right? By what standards do we decide it is right? Who sets these standards? People come from different backgrounds, education, experiences, cultures, mind-sets etc. The variables are almost infinite. Therefore we are all unique and we see, hear, feel, smell and taste things differently. Furthermore each situation is different. Each situation is a collection of places, time of the year, people, infrastructure, concepts, brands, climate, culture etc. Again the variables are infinite.

For example lets imagine person A, who comes from a western back ground, highly qualified in marketing, holding a top marketing job, divorced, extrovert, working in a local conglomerate in Mumbai, India designing a communication brief for a smart phone, to be sent to the top 3 local advertising agencies in Mumbai. A few months later person B, who comes from a oriental back ground, highly experienced in marketing, holding a top marketing job, married with 2 adorable kids, introvert, working in a multinational company in London, England designing a communication brief for a smart phone, to be sent to the top 3 advertising agencies in Europe. Now what type of communication briefs would they come up with? Is there some theory, model or standard to evaluate if it is the ‘Right’ brief?

Perhaps a better question to ask is what’s relevant, what’s useful, what has potential given our current situation. What would it take for one to develop this mind-set? Is it creativity? Is it the courage to be different, the confidence to stand up for what one believes, even if what we recommend is different to the ‘right answer’ of someone else. Can we consider an answer as ‘Right’ just because it was written in a book, said by a person with intellect, worked in the past or written in to law?

And finally what I ‘Write’ in this blog may not be the ‘Right Answer’. Ask yourself if it works for you?