Go Take a Leap: Best Practices vs. Breakout Ideas in Tech B2B Marketing
October 18th, 2011 by David S.
When we’re clearing new ground in strategy or creative development, we’re often asked, “What is the best practice for this approach? For that design element?”
It’s our job to know what our peers in the industry are doing and learning. No one has an exclusive on the great ideas and techniques.
But breakout work relies on innovation. Great campaigns must be built on inherent skills and relevant experience. Then they take a leap into the unknown.
At some point, McBru and our clients must accept that there are no precedents for parts of our strategy. We must not be afraid of the risk of failure, not use fear as a barrier to the next great initiative.
Sticking to what we know worked till now may give us reassurance. But it will never move us forward.
- Photo by Jimee, Jackie, Tom & Asha, used under Creative Commons license..
October 18th, 2011 at 11:54 am
Great blog post – thanks!
To quote Steve Jobs: “It’s about the people you have, how you’re led, and how much you get it.”