All of us, at one time or another, are charged with coming up with the next great idea for our company. It may be a marketing or advertising idea, a merchandising concept, promotion or even an accounting idea. They’re all potentially valuable and can change the path of your company.

But here’s the thing to remember when you’re working on that new project: the idea is king. Many times, we get ourselves locked into thinking about how we execute the idea – how we launch it, what we name it, what the ad looks like, what color the building is… whatever – and forget to ask ourselves whether the idea itself has merit.

In short, a great idea with mediocre execution is almost always going to better results than a mediocre idea with fantastic execution. So remember. Think first, do second.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC