Marketing Wisdom from Abe Froman (or When Overthinking Blocks Innovation)
In any legitimate endeavor, strategy plays an important role. Look before you leap, as they say. Outlining, mapping, frameworking, wireframing, best practicing … all good things. And very necessary things when tens or hundreds of thousands of corporate marketing dollars are on the line.
But in marketing, as with most disciplines, you can have too much of a good thing. Those teams that spend endless hours overthinking the nuances of a product launch or creative campaign often do so at the price of innovation.
A wise Bueller once said “Life moves pretty fast. If you don’t stop and look around once in awhile, you could miss it.” Replace “life” with “opportunity” and “stop and look around” with “go for it” and you have a new mantra for innovation.
To be clear, execution without strategy is folly. But overthinking your execution can be just as detrimental—keeping your amazing message/solution/business idea sitting on the sidelines. Or worse yet, eating the dust of a competitor who had the gumption to take off running first.
Don’t be that guy/gal. Leap already!