Flawless Execution and Predictability
The concept of “flawless execution” is prominent among the status quo. I’ve heard it hundreds of times throughout my career, on both the agency and client side. The problem is, once flawless execution becomes an expectation, there’s little breathing room to try things that have never been done before.
Execution perfection also sidesteps the intent of purpose. Brands making a positive difference for people have aspirational purpose statements communicating where they want to be, not where they’ve been. Yes, carrying along legacy is important for credibility’s sake. But, these facts usually end up as “reasons to believe” in an uninspiring brief of some kind. A purpose-led mindset enables imperfect brand actions people can relate to.
From a digital perspective, an immaculate approach to production is simply non-existent. The best experiences are built with a never-been-done mentality, yet feel incredibly familiar to the end user. When creating something for the first time, an unpolished outcome is bound to happen. Furthermore, the technologies we’re building these experiences on - and for - change nearly every day.
Flawless execution permits predictability. Things that have been done before. The tried and true. These behaviors are expected and influenced by their known outcomes. It goes along nicely with the status quo. Modern marketers, on the other hand, thrive on the ambiguity of newness and purposefully iterate towards greatness. They imperfectly create something with people - not for them. They get excited by the non-immaculate nature of the networked world. We welcome flaws into our thinking, ideas and creations because this means we’re giving brands a better chance of being remarkable.