Archives for posts with tag: imperfection

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“Always in Beta.”

“Soon is not good as now.”

“Launch. Iterate. Rinse and repeat.”

You hear it everywhere. Don’t try to create anything perfect. Nothing is perfect. Just make it good enough and launch. Don’t just fail. Fail really, really, really fast.

While I believe in the spirit of these statements and don’t believe that everything we do should be perfect, we have gone too far with this meme. If it’s not good enough, don’t just launch it because you created a self-imposed deadline. This is especially true for advertising, marketing and digital products.

There’s not one person in the world that’s standing in line to see your marketing. Why are you rushing so much to satisfy a need that doesn’t exist? It applies to anything you create. What’s the rush? Why not take another week to make it better and make and a real impact?

We’re all competing for the attention of people: Millions of other things they could be doing ¬†instead of engaging with your idea. More importantly, every time you release an idea into the world, people will make a decision if they pay attention to you next time. All of us have diminishing free time and once they consider you not worthy, it will be impossible to get them back.

You want people to spend time with your idea and, hopefully, spread them for you, you have to stop rushing. Instead, take your time, create things people want to spend time with, and make them so good they want to tell their friends.

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Whenever a loved one dies in Germany, family and friends get together after the funeral for the traditional “Leichenschmaus.” (Corpse Feast – and, no, Germans don’t take that literally.) Very soon, the conversation moves into musings about the imperfections of the deceased. You can feel the love when they share their stories.

The big story last week was “Caine’s Arcade”, an arcade made out of cardboard by an ingenious little boy. The imperfection of his construct makes it so much more lovelier. It’s great to be adored for your perfection. But it’s so much more important to be loved for your imperfections.

Brands always try to be perfect: the glossy brochure, the fancy site, the amazing perfect app, the perfect commercial. When mistakes happen, they try to turn on the huge PR machine, try to gloss over the problems.

It might be time for brands to be less perfect and roll with their imperfections. We love people for it. We would love brands for it.