Jaffe Juice

Seth Godin wrote a very short post this week, which is pretty chewy and digestible.

99% of the time, in my experience, the hard part about creativity isn't coming up with something no one has ever thought of before. The hard part is actually executing the thing you've thought of.

The devil doesn't need an advocate. The brave need supporters, not critics.

Try as I might, I couldn't piece together the 2 statements, so I thought I'd comment on both separately.

I'm torn on the POV that says, ideas are a dime a dozen, it's all about execution. As a small business, that statement basically biases in favor of larger competitors that have the scale and resources to execute, but arguably might not be capable of the kinds of ideas that a boutique or start-up might be able to conjure up for several reasons (specialization, fresh process etc)

That said...a great idea that is poorly executed is just a poor solution (and thus idea) I certainly have come to respect both the ability to execute, as well as the means to do it well.

The implications (from my side of the moon) are two-fold:

1) Partnering/outsourcing/collaboration will be key

2) In the new marketing world, execution is most definitely key. The hallways are littered with poorly executed ideas (from social networks to CGC to fake blogs) Ironically, the larger companies have been poorer at this...

Via a new blog to me, simpleANDlovable :), a POV on the second as well as these comments on working through the devil's advocates amongst us:

• Challenge your ideas, but stay positive
• Hard times come, then they go
• Persist and ideas become reality
• If it wasn't hard, everyone would be doing it (via Dean Gowans)

So I guess the connection between the 2 statements is that in order to be able to execute the idea in the first place, one of the hard parts is selling it through and getting it past the Devils.

Yesterday, I had a meeting with brand marketers and had to deal with a fair amount of pushback (including, podcasts don't work and people who listen don't go back) It's all good and part of a cathartic process which will inevitably help create bridge between skepticism and acceptance; idea and execution.