We’ve all heard countless times from clients and bosses that the “good is the enemy of the great”. That if we deign to tolerate and accept “good” work, then we’re foregoing the opportunity – nay, the demand – for greatness. That “settling” for good is lazy, weak, and a sign of failure.
But that idea was wrong back in the day and is even more wrong now. Firstly, it’s used as a crutch – a way to avoid doing things. It’s easier to criticize and avoid taking a stand. There are always a million reasons not to do something.
In addition, who can say they really KNOW what is great. Until the idea, even a seemingly great one, has been fleshed out, developed cross-channel, activated, and executed, it’s impossible to know how great it really is. It’s only in the consumer experience, over time, in market, where greatness is truly determined.
But most importantly, greatness takes time to nurture and develop. Ideas don’t generally emerge fully formed and in their most perfect state. So, it’s always better to start somewhere good and let it develop into great. Gain momentum, learn from data and experience, continuously improve.
As General Patton said, “a good plan violently executed now is better than a perfect plan executed next week.”
So stop waiting and get cracking.