I remember trying to sell a campaign idea that I believed in my bones was the right thing for a brand to do. We had put everything into the idea. It was bold. It was big. It would help restore a declining brand to its former leadership position. I was heartbroken when the highest level of management said NO.
Scott Belsky is a consultant and expert in creativity. He is the founder and CEO of Behance, a company that develops products and services for creative industries, and also the author of the best-selling book, Making Ideas Happen. In 2010, Fast Company included him in the list of “The 100 most creative people in business.” In the TV show Spotlight and in the blog below, he reveals his thoughts about how to best execute ideas.
Business strategy focused on cost cutting often results in winning short-term profit at the expense of creating long-term strategic value.
When companies make policy and operational changes to increase profitability without thinking through the ramifications it can have on other parts of the business, the result can often be disastrous to an organization. The trade-off may not be a conscious decision at the time, which is why it’ so important to engage cross-functional teams, especially marketing experts and others who are customer-focused, in weighing both short and long term outcomes of such decisions.