Mind the Gap... Between Announcement and Delivery

Just three weeks ago we had a big news day: President Obama delivered the State of the Union address and Apple announced that yes, indeed, the Jesus Tablet was on its way. So, have our lives changed any as a result?

Given the hype leading up to the iPad announcement, one would've expected magical bluebirds to descend to earth, singing songs of techno-joy, saving publishers from certain doom, and more. President Obama's speech was indeed moving... But how much "movement" has followed it?

The fact is, not much has happened for us regular folk since these two momentous occasions. Sigh. And so it is with marketing and politics. There is frequently a yawning gap between the crescendo of attention that is an initial announcement and the eventual delivery on commitments, in the form of product launch or program implementation.

This gap must be minded! It's the job of PR pros, pundits, and fans to keep the flame of excitement alive while the wheels of production or legislation turn. If all goes well, the launch moment is a reprise crest of exuberance. Too often, though, what is announced with a scream arrives with a whimper.

Time will tell how successful Mr. Jobs or the President are at following through on their commitments. In this case, the product launch - despite comparisons to a certain religious icon - is the easier to deliver, though personally I hope both succeed. I'd love to read news of good government action on a shiny new iPad.

New Puppy and the Price of Taking Risks

In the midst of trading emails with my friend, Bruce, he provided the following comments on how his kids are getting on with their new puppy:

The puppy is more of a squirrel-like creature with sharp pointy teeth. It bites. It bites everything. It is not discerning about what it bites as long as it can bite. It bites my son's feet and he flies to the top of a table. It’s sound judgment on his part to keep his feet up and out of the way. My daughter shows greater enterprise in her play with the puppy but not as sound judgment as her brother. She has scratches and bites all over her arms to prove her enterprising nature.

Of course, I laughed as I read the description, but then I thought of something. This story is a pretty good analogy for taking risks in business.

Though risk aversion often appears the safer route in the near term, avoiding painful "scratches and bites," is being overly risk averse conducive to long-term success? I think not. Without a willingness to absorb nicks and cuts in pursuit of greater success, how fruitful can any relationship-building with consumers be? How compelling is the new product that doesn't do something new?

I think the trick is to get to a process that results in, perhaps, "scratches and bites" only rather than deep flesh wounds. Fail fast and fail small is a good solution, and one I recommend in this regard. Got your own thoughts? Chime in!