Think First, Move Fast - The Art of Strategy in Motion
Marketing is full of contradictions.
Move too fast, and you risk what the late, great Brian Searle-Tripp called “brilliant irrelevance” - work that looks great but doesn’t solve the real problem. Move too slow, and by the time you launch, the market has already moved on.
So which is it?
The truth is, both thinking and speed matter - but perfection is a trap.
“A good plan today is often better than a great plan tomorrow”.
Start with the Right Problem
One of the biggest mistakes in marketing and branding? Solving the wrong problem brilliantly.
Before we act, we must verify the problem we’re actually solving. Too often, businesses diagnose symptoms rather than root causes:
•Sales are down - but why? Price? Distribution? Relevance? Or has a competitor just leapfrogged us?
•Brand sentiment is weak - but why? Poor positioning? A cultural shift? Or is a challenger brand stealing our share of voice?
•Customer engagement is low - but why? Media placement? Content? Or are we simply being outperformed?
If we don’t rigorously interrogate The Why, everything that follows - The What and The How - is misdirected.
Action Creates Clarity
We don’t learn by sitting in a boardroom debating theories. We learn by doing.
A business that isn’t evolving is stagnating. The best brands don’t wait until they have all the answers - they move forward with confidence, test, measure, tweak, and adjust in real time.
•Amazon didn’t perfect e-commerce before launching, they started small and scaled.
•Tesla didn’t wait for mass EV adoption, they introduced a luxury roadster, then pivoted to more mainstream formats (sedans) and greater “affordability”.
•Nike doesn’t wait for the “perfect” campaign, they lead the conversation, learning as they go.
The key is momentum.
Not reckless speed. Not blind action. But strategic movement - rooted in problem verification, real-world learning, and agility.
Be a Learning Organisation
The brands that win aren’t just great planners - they’re learning organisations.
They understand that without action, it’s just theory. They challenge, but also listen and measure.
They design for real-time feedback, testing and adjusting in motion, rather than waiting for a mythical state of perfection. Because if we wait for everything to be just right, someone else will beat us to it.
So… are you moving forward?
Before your next big marketing move, ask yourself:
•Have we rigorously verified the problem before jumping to solutions?
•Are we clear on The Why and The What - but still moving forward with pace?
•Are we designing agility into our strategy so we can evolve in real time?
•Are we avoiding both “brilliant irrelevance” and “paralysis by perfection”?
Because the brands that win, don’t just think well. They DO.
They think fast, act smart, and evolve boldly.
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