The case for prioritization

I’ve seen too many marketers at large companies and small fall all over themselves trying to chase the shiny, the new, the hip. The key emphasis here is on “fall.”

There’s nothing wrong with failing. In fact, Mike Moran makes a strong case as to why more companies should “Do It Wrong Quickly.” But, you need to ensure you’re only chasing things for good reasons. Every initiative should have some goal tied to it. “Buzz” is not a goal, though. Neither is awareness, at least not on its own. Sales are a goal. Email address acquisitions are a goal. Increased profits are a goal.

Once you know what your goal is for an initiative, then you can determine which ideas give you the best shot at hitting that goal and pursue those that look most positive. You don’t need to create the “end all, be all” version of that test. In fact, you’re better off not. But at least you’ll have some measure of whether something succeeds or not.

And of what to do next.