Perfect vs. Real

Excellence
In the mind of your customer, they are gauging your excellence by your commitment to being perfect or being real.

Trying to appear perfect is merciless. It is irreducible. You either are or are not. You can’t be 95% and call it a success. If you are trying to go after perfect then you have to clear the bar and leave no stone unturned.

This is great for big budgets and brands. They have immense resources to pull it off and present what we see on TV, magazines and the polished presentations that traditional advertising appears in.

It is a form of commitment and they do it well. In the mind of your customers, they are used to perfect. They know what it looks like and if you seek to play this game, then you have to commit to perfection.

The question then comes down to resource. For the time and money, are you getting the return? If you can’t pull it off completely, then you risk failing in your presentation.

The other strategy is to get real. Use direct language rather than marketing speak. Interact as a human being. Show who you are in all its authenticity visually.

This game can’t be matched because it is your own. We are all comfortable in our own skins and find it precarious to be anything different.

If you present what is real, then you can afford so-called flaws. They are part of the humanity in your presentation. It creates connection and makes it easy to interact because we can all understand this place. It’s where we exist when not tempted to be perfect.

You can choose either game to play. To me it comes down to how much work you are always committed to for consistency. It’s not necessarily the one campaign or meeting. It has to do with what you will do every time the next thousand times. You have to remain congruent and live into either expectation.

The affordability and reward is a personal decision. Just be sure to keep it going and don’t compromise.

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