There’s always a client or agency with a new product, a new website feature, a new idea, or new social post, and they can’t wait to get it out into the world. In fact, they wanted it assembled and out the door yesterday.
Is it something that’s going to be awesome? Go viral? Give your profit margin a boost? Attract more business?
Maybe, sure. Some of the greatest ideas come in an instant. That “ah ha” moment when a short sudden flash of idea lightning strikes and stops you dead in your tracks. But it doesn’t always happen, and an idea chaser will tell you not to wait for it.
In most cases, it takes work. Persistent, grinding, idea-killed 1 by 1, work.
Instant gratification is just that- instant. Has it undergone enough feedback to make sure it’s right for your brand? Is it designed properly? Does it have the potential to resonate with your audience? Will it work just as good tomorrow as it does today?
When thinking and executing anything in marketing, advertising, or in general business- long-term thinking should be ever-present. It’s part innovation but it’s also being honest with yourself, the work and the brand. And the audience can see it. They’ll respect it.
Thinking long-term produces authentic and quality driven solutions, which as a result, make the brand more competitive producing a meaningful, strong impact with the audience. Done right, whatever the solution or piece of work is, can be welcomed into the audience’s daily life and integrated as a normality.
If it’s an ad, app, content piece or interactive platform, it creates more time spent with it to invite critical thinking and leave an impression. Think about the rise of smartwatches or the integration of the Starbucks App that their coffee, frap goers use on a religious basis as a part of their lives.
The time was taken to understand how the consumers use the products, where the shortcomings lay, and build the solution around the audience that matters most. Think about it from the users perspective. At the end of the day, we’re all consumers buying from the same places.
It’s like music. Remember all those one-hit wonders? Remember listening to the rest of the album besides that one song?
No one else does either. Think long-term.
