The Feasibility Filter

One of the challenges facing creative entrepreneurs is to identify the few most feasible business options from the many possible ones.

The Feasibility Filter offers a technique for doing this. Each possible project – or marketing initiative – is placed on the Filter according to its relative score in terms of two key criteria:

Competitive Creativity is the degree to which you can solve clients’ problems better than your competitors can.

Market Suitability is the degree to which specific clients and market segments can help you achieve your financial objectives.

The projects that score well on both counts end up in the top right of the Filter, indicating that they are the most feasible ones to promote, at the expense of the others which are less feasible either because of their weaker competitive position or a less suitable market.