Here is a perfect scenario. You work on a project (either internally or with an agency) and the project runs on time, on budget, and ends up exactly as you were expecting. Has that ever happened to you? Likely NOT.
Back in my days as a software engineer, we used to joke – on time, on budget, expect what you set out to do – pick the two you want No one ever hits the trifecta here.
This past week I saw the following posted on LinkedIn:
I COULD NOT DISAGREE MORE!
Nothing ever works exactly as planned. How can someone expect things to work out perfectly and not have a Plan B, a back up plan?
Back to my point in the beginning. If you had to pick two – on time, on budget, and expect what you set out to do – which would they be? Now I am not saying to give up on pushing for execution excellence. I am just saying you need to be prepared for the inevitable.
When you are planning a marketing effort be prepared. Are you willing to spend a bit more to get exactly what you want? Are you willing to allow more time to get exactly what you want? If things are not exactly as you want, do you release it anyway?” Is time of the essence?
When I develop a strategy, plan and execution, I usually “pad” my plans. My project timeline has some filler for time. Usually a timeline is composed assuming everything works out perfectly – it never does. I also plan that a project always costs more. I add some “slosh” money somewhere – you always need one more revision to be done or you always need to spend in more places than you were planning to. The hardest decisions come when things do not turn out exactly as planned. You want your brand to standout and mediocrity is never a good thing. But at the same time, if you want to catch a great opportunity you need to move forward in a timely manner.
What I have presented here is not earth shattering. It is common sense. I am likely emphasizing something you already know. But knowing and doing are two different things. Are you setting contingency plans? Are you ready to except two out of three – on time, on budget, or exactly what you want?
Be prepared. Plan ahead. Plan for the best. Be prepared for the worst. If the worst happens, be prepared to execute in a prudent matter.
Make It Happen!