Purpose doesn't require perfection

April 26th, 2018

Perfectly stacked stones

Every marketing piece needs a purpose.

Why are you doing what you’re doing? What drives the decisions of your company? The answer should be far bigger than “we want to sell this product cheaper than the other guys”. Why sell it cheaper? Why provide better service? Why invest money into better trained staff?

This “why” should define everything your company publishes.


But don’t think your “why” has to be perfect.

You’re not the answer to every problem. You’re not the product for every audience. The “why” that drives your company needs to be specific, not perfect. Perfection is obsession -- it’s the insistence that no one will ever say you’ve given too much, too little, too loud, too quiet, too pretty, too functional. Perfection is the belief that you can make everyone happy.

The goal of your marketing is not to make everyone happy. It’s to serve your purpose. To serve your “why.”

Marketing exists to make a point. To help the consumer go, “a-ha” and see something the way you see it. To show the consumer why your company exists.

Your marketing doesn’t need to be perfect. It needs to be purposeful.