“Good” isn’t good enough. It doesn’t rise above the cacophony to create the necessary separation. We have to get beyond good. To ideas that scare us just a little. That make us a bit nervous. That challenge our best practices in order to create better practices. Good settles. That’s why we don’t stop at good.
You sit in a campaign launch meeting with your new ad agency. You go over your thoughts, because you’ve been worrying about a certain problem for a while. Your agency team asks intelligent questions, is attentive, and seems to get where you’re coming from. They challenge a thing or two. They confirm a thing or two. You brainstorm with them. The meeting ends.
You feel good.
You sit in another meeting with them, this time to listen to their solutions. You’re nervous. In the past, agencies have taken a while to get your company. This project is important. And it has to move fast. The agency presents its thoughts. On media, on strategy, and on creative. You’re smiling inside. You ask questions, to which they have answers. You smile a bit more, this time also on the outside. You feel relieved. You’re happy.