Cheap, fast, or good–pick two

As they say, you can’t have it all.
 
One characteristic of our post-pandemic world is an increased sense of urgency for everything, all the time. In meetings with clients, we’ve encountered this urgency across industries, regardless of business size. As our world pushed to return to “normal” in 2021 and 2022, it seemed to bring with it a feeling of being chronically behind schedule. So, how do we adapt and keep it together? We prioritize.
 
The concept of cheap, fast, or good has proven to be helpful in discussing priorities.
 
You can’t expect something done cheaply and quickly to also be of the highest quality. Of these three qualities, you can pick two.

This principle extends beyond marketing. A fast-food burger may be inexpensive and quick, but it won’t be top quality. Or, let’s say you hire a company to paint your entire home in a day or two (fast), and it needs to be done well, the type of company that can achieve that will have a large crew, high-quality materials, and a price tag that reflects the effort required to complete the job properly.
 
Do you need it now? Or do you need it to work?
 
Over the years, we’ve received many panicked emails or phone calls from clients who didn’t realize they had a deadline looming. Perhaps they need a digital ad or an email to send to their client base tomorrow. In situations like these, we can work with our clients to decide whether they need us to work cheap and fast, or fast and good.

Now, please don’t read that to mean that we would provide a product that we don’t consider to be of high quality. We always want to do great work, but like Olympic medals, there are levels of greatness we can achieve during challenging times.

We already know our client needs something fast, as their deadline is approaching. If they say something like, “I just need to send something,” then we know they aren’t looking for groundbreaking concepts. In a situation like this, where the priorities are cost-effectiveness and speed, we typically use an existing idea rather than start from scratch, focusing on what’s necessary instead of exploring grand ideas. However, if our client needs a great new idea in very little time, we must put a larger team of our best minds on it. A larger team with more expertise often means more dollars.

The third scenario, then, is cheap and good. If your situation is not urgent and the budget is low, your team may be more likely to address it once the other priorities are handled. This isn’t meant to be disrespectful to you or your project, but issues with greater urgency and a higher profile may take precedence over something that can simmer a bit longer.
 
What is worth your investment?
 
Perhaps it’s more accurate to say that when deciding whether you need something to be cheap, fast, or good, you can choose up to two of those options. In reality, if you need something to be good, it’s best not to prioritize it as cheap or fast.

Websites and video productions, for example, are often more complex than many people realize. They require more time and people than expected, which can increase costs. However, with sufficient time and budget, you have the opportunity to create something exceptional. Tight timelines and limited budgets are two of the most common challenges marketers face, as both can negatively impact the quality of your efforts.

Our need-it-now world demands compromise. The key to effective compromise lies in understanding the non-negotiables. If you’re seeking a marketing partner to help you maximize your opportunities, let’s chat!

About Lunne
Lunne is a marketing agency that serves health and finance brands by creating marketing that elevates relationships. They offer innovative branding and design, email strategy and creative, experiential design, and sales support. Founded in 2004, Lunne supports clients including Synchrony, Nationwide, OhioHealth, Cardinal Health, and others throughout the United States.

Author
Chris Wilguess is SVP, Operations + Growth for Lunne. With more than 16 years of strategic marketing experience, Chris specializes in communications strategies and marketing operations.