The pressure to be perfect can be crippling to the point of inaction. It is often easier to just not do something, then it is to deal with the fact that our work will not meet our own expectations. In the branding space we want everything to look and feel perfect. The design, the copy, the website, everything has to be perfect. We think (foolishly) that getting details “perfect” will somehow add value to the user. Berkshire Hathaway’s website looks like it hasn’t been updated since 1998. There’s a line at the bottom of the website that reads: “If you have any comments about our WEB page, you can write us at the address shown above. However, due to the limited number of personnel in our corporate office, we are unable to provide a direct response.” This is a company that has a market cap of over $650 billion, and they don’t even have an email address that you can email on their website. You have to send a letter via direct mail for comments on the WEB page. Berkshire Hathaway understands who their customers are (their investors) and what they care about (making money). With this knowledge they spend their time and energy focused on maximizing shareholder value. You may be doing many activities that you think are pushing your brand and the business forward, but in reality are adding no value to any customers. These activities are distractions - treat them as such.
