What Are You Waiting For?

 In EMGI Group

A good plan violently executed now is better than a perfect plan executed next week.
— George S. Patton

And nowadays it doesn’t even take that much violence.

Branding is funny.  It is a company’s story, look and feel.  The company’s soul.  It needs to spark interest, and ignite a connection.  It needs to memorable, but not boring.  It needs to be classy, but keep up with the times.  It needs to always change, yet always feel the same.  Funny right?

Believe it or not, this is actually one of the main reasons why so many brands fall victim to that little bug we call failure.  They don’t understand that in order to move forward, things need to change.  Hey if those classic brands out there don’t need to stay fresh to stay relevant, why do I?  Like Visa, Google, Hershey, Cadillac, Oxford Dictionary, Morton Salt, Olive Garden, Volvo, Bacardi, Reebok, Black & Decker, and even Penguin Random House?  Oh don’t worry, each and every one of those brands updated their look, in 2014!  Did you notice?  You should see the 2015 list.  Containing names like Facebook, Verizon and Spotify, its clear to see that no matter your brand’s age or demographic, theres always time for a refresh.  So, what are you waiting for?


OK, I get it.  You are the Steve Jobs of your company.  You have a specific vision, and will not settle for anything but perfection.  But does perfection ever come?  It took almost 25 years for Apple.  Can you wait that long?  Luckily we live in the age of ‘good-enough”, and you don’t have to wait.

Nowadays waiting means dying.  Pull the trigger and move forward.  As LinkedIn founder Reed Hoffman put it, “if you are not embarrassed by the first version of your product, you’ve launched too late.”  And believe it or not, theres really not much embarrassment in it anymore either.  The age of ‘good-enough’ remember?  To Millennials everything is recyclable anyways. Wash. Rinse. Toss.

Keep up!

Besides being a major obstacle to productivity, perfectionism can be downright paralyzing.  Putting aside the psychological pros/cons to perfectionism, its not hard to see how easily it can have a negative impact on business, and why you need to put a stop to it, and press go.


This, often misunderstood, reason for stagnation, is really less of a problem and more of an opportunity.  Corny?  Sure, but let me explain.

Everyone has been there.  I need X done, but Y seems like a much better choice right now.  Y turns into Z, which turns into Zzzz.  You get the picture.  Don’t worry its not ADD, or laziness, its really just nature. We naturally have preferences that we are more drawn to than we are responsibilities.  One option is to find the preferences that will aid the responsibilities.  Another is to take a nice long look at your “X” and figure out why you lost interest in the first place.  If this is your passion, it would be your X, Y, and your Z, and you wouldn’t be putting it on the back-burner.


Another big reason for a major delay in your pay-day is plain-old overthinking.  There is a reason entrepreneurs seem so busy, they are not sitting there overthinking the small things!  They are accustomed to making decisions and going with them.

Of course big decisions require some major thinking, but you have to know when enough is enough, and run with what you have.  Trust your gut.  With so many ideas coming to market nowadays, there is simply no time to overthink.  You do not want your brain to cost you competitive advantage, so keep calm and keep moving!

Still waiting?

So has business slowed down?  Does your marketing suck?  Have you been thinking its time for a change? The list of reasons go on, but the answer is simple: Stop waiting.  Don’t let perfectionism, procrastination, overthinking, fear or even a small budget keep you from taking control of your business.  At EMGI Group, we are ready and willing to help if you need it.

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