The Good Enough Revolution: Shifting from Error-less Execution to Trial and Error

At my previous job, I worked on the account management team for some really big brands. We were charged with projects ranging from bill inserts to mass media campaigns and everything in between. Though the work ranged from low to high visibility, one common thread united the pieces — the need for flawless execution from start to finish.

In my new role I am finding that “flawless” is no longer the priority. Instead, trial by fire and taking risks are the new way. There are many reasons for this:

• When working for small, expansion stage brands, there is much less knowledge about the target demographic while large brands have volumes of research — mistakes help us learn and grow
• The focus is more on inbound marketing and content marketing strategy than outbound marketing, which requires content to be generated at a greater speed
• The need for relevant content is greater than the need for perfect content

In a guest post on Jay Ehret’s blog, The Marketing Spot, Jason Amunwa commented on what is referred to as the “Good Enough Revolution”:

“Remember that it really doesn’t have to be perfect – speed and timeliness will reap bigger rewards, plus, you can always go back and correct mistakes afterward.”
So what is the “Good Enough Revolution”?
Wired coined the term which refers to a shift in consumer priorities: ease of use, availability and price are now more important than quality. The most frequently used example of this shift is the popularity of the Flip video camera. The simplistic styling, the easy to understand functions and the low price point have helped this product gain increasing market share in a field once dominated with flashier, more complex models.

How does this apply to marketers?
As the need for inbound marketing and great content continues to increase, marketers must be aware that perfection may not be obtainable…and that’s okay! Generating relevant content in a timely manner is more important for small brands than error-less execution. While this means marketers should take more risks, it does not mean marketers should get sloppy. It is important to remain as buttoned up as possible — we must always remember that we are representing our brands.

I am very interested to read your responses to this week’s question:

How is your brand increasing visibility through content generation and inbound marketing? What brands are doing this best?