Vikki Ross is a UK-based copywriter who posted this tweet. Someone asked her–what about doing something spur of the moment just because it feels right? I responded–it has to feel right for the right reasons. And that is what these questions are for.
Does it feel right because you are doing what your competitors are doing?
Does it feel right because it makes you feel less guilty about some other stuff you’ve done?
Does it feel right because your employees are yelling at you to do something?
Does it feel right because you worry you’ll piss off customers if you don’t?
Does it feel right because you have built your brand, in part, around support for that cause?