It’s a busy world. We’re busy people. The busier we are the more important we must be. Right?
Sadly, pace and workload are connected to importance in too many business minds. Here’s what I’ve found, both in my own work and working with our clients- this is nonsense. Worse, it’s damaging- to people and to the businesses that employ them.
I see companies trying to do too much. That seems like a noble cause, but it’s not. They spread too few resources (people and money) across too many things. In marketing, those things fit many descriptions but, for simplicity, let’s call them “campaigns”.
And here’s what happens in the world of marketing- each of these campaigns is executed fairly well. Each of these campaigns gets some of the budget. Each of these campaigns ALMOST gets noticed by the target audience it’s directed against. These sins are perpetuated every day. Sins, because they are so wasteful. Wasteful of the money that is spent. Wasteful of the labor that goes into them. Wasteful of the pride that people would like to find in their success.
What if you did this?
Simply list all of these campaigns, in an order of priority based on the impact you think they can have on building your business. Then, starting with the first campaign, be ruthlessly honest about the time and money required to execute perfectly, with enough critical marketing mass to grab the attention of a reluctant and generally uninterested audience. Place that time and money against it, then move onto campaign number two and repeat the process. Combine the amounts and move onto number three. And so on, until you run out of time and money. Then STOP. Don’t do anything further. Focus every hour of effort and dollar of spending against executing that smaller number of campaigns perfectly.
You’ll see an immediate and positive impact on your business and culture, because:
1.) What you do will be done better – much better
2.) What you do will actually be noticed – in the real world – by your customer
3.) Your people will work less, but more effectively, and will have much greater pride in their work product
In short, everybody wins.
Try it, you’ll like it!
Austin McGhie, Sterling Strategy