Great Creative, Now!
“We need a video quick!” “We’ve got to have a new website in time for the trade show next month.” “It takes how long to do that?”
Just how fast can something be done? There are physical and mental limitations to anything. Even with the speed and precision of robotics, manufacturing is limited at some point by laws of physics. Likewise, if there is creative development, like we’re doing in marketing, no matter the desire of the client or our willingness to try, we can’t go from inspiration-to-plan-to-concept-to-design-to-revisions-to-final piece in an hour.
We are becoming more and more accustomed to things taking less time to achieve or receive. But is it always a best practice to be speedy? Would you ask a surgeon to hustle on the triple bypass he’s about to do for you? Thought so.
When a process is rich with creativity and requires the evolution of ideas, the sequence of events is usually better when not rushed. That said, we know that there is a point of diminishing returns on the time vs. value spectrum, so we must impose some limits.
The sooner the strategic and creative work is done, the sooner the client sees the rewards (usually leads that turn into sales). Not only good for the client, but it keeps us retained to market another day! So, we’re continuously looking at how we can reduce the time and still accomplish the best possible work product. How do we do it?
Hiring, training, educating, pacing and systems. Areas that most every company could say they are focused on. We’re no different. It’s the execution that counts!
Finding people who love to learn, have an extraordinary sense of curiosity and keeping them as long as we can because they relish a challenge, is Job 1. Then relentlessly have our eye on education and training.
We are probably the most disciplined agency you can find when it comes to processes, but also recognizing an opportunity to stray for a while if there’s a new idea that comes along. That, too, is a disciplined approach in the creative world. It gives us the benefit of relying on a rhythmic pace that exceeds client expectations.
In the end, creativity is king in the marketing communications game today. Distribution of messages is extremely cheap, so volume is inevitable. Talent can be cheap ($99 logo anyone?), so everyone has access to something. But make no mistake, wonderfully creative content is where the action happens.
Give the process a chance. Don’t be too impatient. Find the creative partner that uses their time wisely and you’ll get to market faster with value propositions that resonate and engage.
“Half our life is spent trying to find something to do with the time we have rushed through life trying to save.”
“Good ideas are not adopted automatically. They must be driven into practice with courageous patience.”