Instead of spending milions of dollars on “The Superbowl Ad”, why not spend that money cranking out beermat campaigns, till you find one that really works? Using beermats in small, test markets, you could easily create 50, 100 (500? Who knows?) campaigns for the price of one decent Superbowl/TV commercial. It would be a simple, cheap and quick way of working out the necessary language to resonate with the beer-drinking public. – hugh @ gaping void
I met a art professor in college who believed everyone had 500 bad drawings in them. Only after getting the 500 bad drawings “out” would you start drawing well. Some professors asked their students to complete 1 or 2 drawings in a 3 hour studio. This professor – 50. Fifty drawings, each from 5 to 20 minutes a piece. Each one to find out what works and what doesn’t. No erasing. If you’re not happy with it, start a new one.
This quick and cheap way to success stuck with me and is one of the underlying principals of Working Pathways. We’re continually asking, “What’s the simplest, quickest, most effective way to reach the project’s goals?”
With this perspective, we’ve reduced turnaround times for some of our client’s research initiatives from weeks to hours. We solicit feedback continually. We provide long-term ‘teach a man to fish’ success.
We’ve all got 500 bad ideas in us, Working Pathways is here to help you get to the good ideas more quickly.
UPDATE: This notion of small, quick, projects paving the road to success is re-iterated by Robert Rodriguez,
“The more experience you give yourself the better prepared you are for the next project…”