In marketing, move quickly PART TWO: THE OTHERS SPEAK

On March 23, I wrote a post entitled “In marketing, move quickly” (while noting that I didn’t move all that quickly in posting it). After citing stories from a local (unnamed) company, my own time as a product manager, an (again unnamed) international bank, and a (named) car manufacturer, I concluded as follows:

And if you can speed up production of a car, you can speed up production of marketing content and start putting your messaging on your Facebook, LinkedIn, and YouTube accounts, as well as your website immediately so that your customers can get your message.

From https://bredemarket.com/2022/03/23/in-marketing-move-quickly/
By Malene Thyssen – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=10119596

And if you think that the idea of moving quickly in marketing was an idea that I completely originated myself, you REALLY need to get out a bit more.

This post collects a few things that others have said about moving quickly.

Empower your employees (Jim McGinnis of Intuit)

In 2015, Forbes quoted Intuit’s Jim McGinnis, who had previously worked at technology company Activision and non-technology companies Pepsi and Procter & Gamble. He left Intuit in 2017 and has since worked at two other firms, including MyCase.

A more effective strategy to engage your audience is to communicate directly with them often and through multiple touch points. At Intuit, we empower all 8,000 employees to use social media and tweet regularly, but to do so in a smart and effective way that minimizes risk. We do this by instituting principle-based management and guidelines that everybody operates within. We also have a very strong and enduring values-based organization, with the first and most important value being “Integrity without Compromise.”

McGinnis believed that with the Intuit organization, his people were empowered to communicate quickly without waiting for multiple layers of approval (as is required in a “command and control” organization).

And McGinnis’ new company MyCase? One of its marketing messages is the ability to reduce the time spent on weekly billing to 20 minutes.

Excite your customers (Adam Fridman of Mabbly)

That same year (2015), Forbes competitor Inc. ran a piece written by Adam Fridman of Mabbly, a digital marketing agency. Fridman noted that competitors are not the only ones watching how quickly a company moves.

People simply aren’t satisfied with the status quo; they want something more and they want it now. Companies must work quickly to satiate their appetites because audiences will have no qualms about moving to another product or service. 

From https://www.inc.com/adam-fridman/4-reasons-speed-is-everything-in-business.html

Don’t forget your vendors and partners (Isaiah Bollinger of Trellis)

Isaiah Bollinger, co-founder and CEO of Trellis, reiterated the points others made about competitors and customers in a 2018 piece, but he added two other stakeholders.

If you are a slow moving business vendors will (stop) putting effort into the relationship because they can find better customers….

Partners don’t want to work with a slow moving business that can’t innovate. They want fast growing innovators that will bring big impact to their bottom line. 

From https://trellis.co/blog/why-moving-fast-in-business-is-so-important

Incidentally, Bollinger may have moved a little TOO quickly. You see where I inserted the parenthetical comment “(stop)” in the first paragraph above? That’s not what he (or his copywriter) wrote. But we all know what he meant. Check the video.

From https://www.youtube.com/watch?v=M4LViCLtEPU

Conclusion

So there are a number of benefits, and relatively little downside, to moving quickly. And even if you do fail, several of the people quoted above emphasize that you fail quickly, can correct just as quickly, and learn important lessons quickly.

And maybe I’m learning. I didn’t wait two days to post this.

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