the process

The Myth of the “Easy Button”. Fact: It was a highly effective marketing campaign. It doesn’t really exist. We had a running joke at an ad agency I worked for, that we were going to invent the 3-button keyboard. A “Concept”, “Design” and “Production” button. Three easy keystrokes and the job’s done. Unfortunately, we were all too busy and stressed out to actually bring the idea to fruition.

Process is essential. I’ve worked with a wide variety of clients over the years and the most common scenario is this: “We need it yesterday and we have no budget.” The second most common is “We need it yesterday and we’ll pay whatever it takes to get it done”. Ironically, the outcome is the same - the project is successfully completed in a minimal amount of time, with the maximum amount of stress and anxiety for all parties involved. Fact: Sometimes fire drills just can’t be avoided, but setting up good process at the beginning of any project minimizes mistakes and inefficiencies and maximizes marketing dollars, which directly contributes to your bottom line and profitability.