Go Slow to Go Fast

Often people use the adage, “Go fast to go slow,” to describe how to avoid technical debt—the implied cost of additional work that may result if you choose an easy solution now instead of a better approach that will take longer. When you invest on the front end, you’ll be able to execute more quickly and produce higher-quality material.

When I was working for a client recently, I realized that this idea applies to brand strategy and positioning, too. It takes time to create a brand platform—a product that includes your brand idea, key messages, proof points, and reasons to believe. But you won’t regret the investment. It will be easier to develop every future piece of content, from product marketing to sales collateral to onboarding plans. And you’ll guarantee that all of this content reflects and strengthens your brand.