Recently we embarked upon a massive project for a new client. We were hired to research and create the perfect marketing plan for the coming year; these two steps, Research and Market Plan Creation, are the first two in the bread and butter of our business (the next two being Implementation and Marketing Management).
This wasn’t a client in dire need of help due to a failing business; this was a client which is prosperous and has aggressive growth plans. They needed a cohesive marketing strategy, based on research and real world work-ability. They needed
metrics and measurable results and the ability to see with a glance if something was working or not.
As we went through the process we asked ourselves (and each other), “What are we missing?” and “Is this as great as it can possibly be?” Many times sending each other back to the drawing board with the friendly command “You can do better, go do better.”
When it came time to present the marketing plan we were nervous. We were fairly certain we had nailed it. One thing still remained: What did the client think?
Without realizing it we used this nervousness about being great, about producing something that no one else could, and turned it to our advantage. It became the fuel that drove the finished marketing plan to something great.
We were our own best critics. Being the truest and realist critics we could be to ensure that what we were delivering would exceed expectations and be worth far more in value than we were paid in dollars.
This realization didn’t come until the client gave us feedback. Their questions all based around implementation, with a strong quiver of excitement in their voice about the possibilities this plan will create. They loved it.
Be your own best critic. It will take you places.