Global changes need to go through the continuous introduction of minor improvements to the site.

The other day I came across a description of a new logo of one company. Something like this: “During the rebranding, seven principles of the company’s work were formulated. Graphically, these principles are displayed in the form of a puzzle of seven flat figures that are parts of a single square. Thus, the new logo is a square of seven differently colored geometric elements, in the center of which is an empty the field in the form of an hourglass. The logo is made in a flat aesthetics. Work on the new logo was carried out for more than six months with the involvement of professional designers. "

God bless him, you need to strain your imagination to understand what the logo looks like. Most fascinating is the fact that they developed it for more than six months.

It’s hard to imagine what you can do as long as six months, when you can come up with a dozen variants of a logo in two days, hold focus groups in a couple of weeks, draw a day. Even if we imagine a situation in which all departments of a company that take any part in creating a logo compete with each other, insert sticks into the wheels of performers and each other, making countless comments, edits, objections, etc. ... Even in this situation, half a year is deadline.

Strange, but most of the large firms and their outsourcers work this way; no one sees this as a problem, and there are always a lot of arguments confirming that half a year is still a short time for such a big job.

But the strangest thing is that all this happens in the Internet era, in an era when any non-programmer can build a working site “from the knee” from scratch, and not in six months, but a maximum in a week; when any non-designer, having found the appropriate application, can make a cool infographic, etc. for a couple of hours. The Internet has broken the paradigm in everything: in marketing, in business strategy, in communications, in deadlines, in brains. Other business opportunities have opened up, and many still continue to work as before. This is the same as traveling on mail horses from Moscow to St. Petersburg in five days, when an express train leaves the Leningradsky railway station every day, which takes about three hours to reach St. Petersburg.

Why is this happening? In large companies, the spirit of bureaucracy is very strong: they are used to laying out unrealistically long terms for the implementation of any project (well, of course, it takes time for the bureaucracy to move); it is impossible to publish on the corporate website even the news of a thousand characters, until it passes approval in all relevant instances (we lay down about this for about a week at a time). Today, you can work this way only if you don’t care at all that competitors have already begun to do everything 20 times faster.

This sluggishness is explained not only by the fact that the bureaucracy within the company makes it difficult to speed up work processes, it can be partly explained by the perfectionism inherent in many, especially long-running businesses. Need to create a new "super cool" platform for the site? Instead of making one working version and then systematically “boosting” it, time is spent creating first one version that doesn’t suit the head of the marketing department, then the second, which the sales manager doesn’t like, third, fourth - and always Reasons to remake the next version, throw out even more company money to the wind. Instead of taking the first and day after day bring it to mind.

In today's market, perfectionism, like conservatism, is an inadmissible luxury. And to fight it you need to start immediately. Perfectionism in its pure form is generally not compatible with business: while you build projects, others take and do. And with the modern business environment, it is incompatible at all. He has already destroyed a dozen startups that have made all the traditional mistakes for new businesses: investing in a bloated staff of "tough" professionals, then - in creating a cool logo that is drawn six months, then - in planning global improvements of the project, on which can be spent months and years (if, of course, the inexorably concealing budget is enough for years), instead of working here and now with the product that exists and bringing it to market quality standards.

Well, the main reason, probably, is that not everyone in the brain has a paradigm breakdown.

Just remember when you want global change, that while you are building projects, others are working and moving forward.

No, big changes are sometimes necessary. But large - does not mean requiring a lot of time.

If we talk about search marketing, then one of the global changes, the need for which you may encounter, is a complete or serious alteration of your site to fit your tasks and modern requirements. Simply put, that he has the potential necessary to generate traffic from the natural issue.


    Global changes to the site need to be made only in a few cases:

    1. If it is morally obsolete: it was created for one purpose, and now with its help it is necessary to solve completely different tasks.

    2. If the site samopisny engine. And this is not an absolute indication. If a programmer who has created this engine works on your staff, then there will be no problems. But if you have a website on the side, and the programmer is not at hand, problems will inevitably arise sooner or later: you run the risk of tearing through thorns every time, spending time and resources to make even one minor change. It is better to transfer to the widely used platforms that most agencies work on the market with (Bitrix, for example).

    3. If the site does not have a mobile version. It should be done as quickly as possible, it would be better yesterday. Over the past year, the share of mobile traffic in Moscow has increased by 64%. In cities with a population of more than 100 thousand people, mobile Internet penetration has already reached an average of 40%.

    Another best option is adaptive layout. Of course, this solution is more expensive, but this solution, thanks to which you will advance several steps into the future at once.

    4. If the structure, the design of the site pulls you back on behavioral factors.

    But even these global changes need to be made as soon as possible.

    In all other cases, it is best to go by constantly making improvements to the site, following the rule: one day - one improvement. In other words, you need to do one very smart thing: to turn into someone who does something all the time while others are building projects. In this and in anything else - the real key to success.

    Watch the video: How to Achieve Your Most Ambitious Goals. Stephen Duneier. TEDxTucson (February 2020).


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