In today’s smart phone/tablet world, speed is king. Oh, content matters. To a degree. As long as you don’t have to wait for it. Ever! I’ll admit, even I get frustrated and throw up my hands while emitting a heavy “my world stinks” sigh the very second the internet hiccups and I am forced to wait a few seconds for data to be displayed. Several seconds! I know. My life stinks, right?
This need for speed has slowly (that’s ironic) infiltrated the work flow schedule at the Electrum Marketing office. It stealthily crept in while we were distracted with 24/7 connectivity. As we strategically planned how to implement the technology to become more efficient and productive, the internet grabbed us in its addictive 3G grip, set us to vibrate and convinced us we should all be moving faster. What’s that? You have 4G? Spoken like a true junky in denial. No one has 4G. Now be quiet.
The desire to move at a pace that creates sonic booms has become pandemic. On a daily basis, we are asked to create marketing materials that are needed tomorrow, today, yesterday, and even last month. But gone are the days when these requests were delivered with a head hung low and an accent of deep gratitude and hopeful optimism. Today, it’s just a matter of fact request without the slightest question as to whether we can meet these deadlines that sometime require time travel.
We often reply that we’ll need more time to create something with a “WOW” factor only to be met with, “Oh don’t worry about that, we need it now.” After Margot, the branding boxer, licks the parts of my brain that have stuck to the lower parts of my office wall, the Electrum team regroups – and delivers the materials as requested. My dilemma is this – if it’s deemed worthwhile to send a postcard, place an ad or print a flier – then it’s worth doing right. Every opportunity to WOW should do just that.
DING! Goes the bell. In this corner, Electrum’s passionate desire for brilliant creative. And, in this corner, Electrum’s overwhelming desire to exceed customer expectations. Creative comes out strong delivering a sharp uppercut to Customer Service’s head for business. Customer Service is on the ropes, but wait. Customer service delivers a one-two punch to Creative’s imagination. Who will win?! Only time will tell. And by time, I mean 2.3 seconds. Yeesh, why so long?
In my attempt to slow things down and pick myself up, I leave you with my wish list. I wish for :
- The day when we no longer have to sacrifice WOW for NOW. Let’s sit down NOW and strategically plan for memorable campaigns that WOW.
- People realizing that five seconds waiting for data is not the same as an hour on the Stairmaster.
- A global understanding that we do not have to respond to every text, email, and skype within seconds. Minutes are not so bad….let’s treat minutes like ticklish baby penguins.
- Washboard abs, just saying.