Tuesday, April 8, 2008
Speed is quality
It’s time speed was seen, not as an enemy of quality, but a quality in and of itself.
When we see the immense business advantages our clients receive by being in market earlier than their competitors, there’s really not much of an argument to be had. Especially if you find efficiencies within your system that do not compromise the brilliance and clarity of the work you are developing.
Here are some things that work for us, maybe they'll work for you:
Stop fighting it. Agendas and self-justifications are an incredible drag on the timeline. Not only that, they can lead to foggy work. Instead of arguing why not, accept the incoming idea and amplify it.
Live by your words. We all have those dogoodisms about ideas not caring where they come from, but how many of us actually live by them? For example, instead of fending away a client’s ideas, take them in and make something of them. You never know, they might just turn out to be genius.
It doesn’t have to be perfect. No idea is perfect at birth. Put it out there, even the worst ones. Who knows, some of those people who aren’t fighting anymore (see suggestion number 1) will have a way of making it great.
Alignment is everything. Get all the decision makers in the same room, or the same phone call, as often as possible, to build agreements sooner.
Get numbers fast. Not too many marketers these days work in companies that go by gut. So know that you’re going to need some hard data to support your decisions and plan for it.
Don’t Kick The Pig. (see our most previous post)
When we put speed as a priority for our clients, we help them stay ahead of their competitors; they’re first to the big insights; they can communicate in step with the culture.
Now that’s quality.