Life, and marketing, is complicated enough without having to spread your time and resources across too many platforms. I’ll trade 25 solid ideas for 1 that I know I can execute.
I get it…it’s easy and fun brainstorming new initiatives. But it’s tedious developing the framework to actually execute one of them. This is especially true today, both from a marketing standpoint, and based on the capacity of most workforces.
We’re fans of a simple play book…I’m psyched when we can “hand the ball off and get 4 yards every carry”. Getting everyone on the team to work together to execute a perfect play is hard…it’s also super rewarding for everyone involved when success can be replicated.
So what happens when a client has a never-ending supply of great ideas? Well, there’s nothing more fun than talking to creative clients with a fountain of ideas. But it’s important to press pause and discuss the reality of execution. Take a step back and have a tedious conversation about making one work. For these types, I’ll suggest a quarterly “new idea enrollment period”. Otherwise we spend too much time spinning tires when we could be “unspectacularly” and methodically marching down the field scoring touchdowns.
Start less. Finish More.
- Easier to Communicate and get everyone on the same page
- Easier to Manage to an increasingly complicated and fragmented workforce
- Easier to Execute and monetize
No one wins a trophy for great ideas…they’re rewarded for EXECUTING one great idea at a time.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
