What is AAR?

An after action review (AAR) is a technique for improving process & execution by analyzing the intended outcome and actual outcome of an action and identifying practices to sustain, and practices to improve or initiate, and then practicing those changes at the next iteration of the action.

For Trickle this is translated into the START/STOP/CONTINUE method.

• Start (What should we start doing?)
• Stop (What should stop being done?)
• Continue (What should continue?)

<aside> 💡 FUN FACT: AARs in the formal sense were originally developed by the U.S. Army.

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When do we have an AAR?

After a finished project / campaign.

Are they required?

Yes.

How long should they be?

30-45 min.

Who should attend?

CGM and at least 1 specialist per discipline (content distribution & search engine marketing for instance).

Methodology for AAR at Trickle

The START / STOP / CONTINUE method is how we conduct AAR’s at Trickle. Based on the scope of the project, it can be divided into a START / STOP / CONTINUE session for internal learnings, for the partner collaboration and the client relationship — but it should always include internal evaluation.

How to conduct?

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Assign meeting ownership (who will run the session and take notes, and after which assign to do’s— in most cases CGM’s). They will decide which angles to run in the session beforehand.

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• Ask the following questions and allow for 3-5 minutes (timed) silent reflection and note taking:
  1. What should we start doing?
  2. What should we stop doing?
  3. What should we continue doing?
• After each reflection and note taking, go around the room / team and gather all findings.
• If needed, run a new session with another angle (for instance partner collaboration). Each session should take no more than 30 minutes.

Follow up

The meeting owner will assign an action plan and email out to all participants (and affected partners / clients) within 2 days of the review. It should contain what we found in terms of what to start doing, what to stop doing and what to continue with clear road maps / action plans and insights as to why and how.