My official position = "Whatever Works Best!"

I worked for a moderately famous CD once who liked to say, "Better work works better."

I've held to that standard my entire career and I believe it has served me well. And now, I find myself thinking about it even more. And evolving it to "Best works best".

Or, "Whatever Works Best!"

The reason why that rings true now more than ever is because of the pressure to build to systems, to frameworks, out-of-the box solutions, on and on. Everyone from the CEO down, client-side and internal, pushes for adhering to what's already in place. Rightly so in many cases given so many CTO's went out pre-recession and bought into expensive platforms before knowing what exactly would be best for their customers. (Slight vent...)

But past decisions are no guarantee of future success.

For example--I've heard this so many times, "We bought ATG so you have to build in personalization!" But when asked if they want to support implicit or explicit personalization they simply look at me with blank stares. Then when pushed as to where the business rules will come from to support the decisioning logic they simply get irritated. BTW--they really get mad then when you ask if customers want or will benefit from some form of personalization. I'm just sayin...

I understand how decisions are made but I also understand their implications. Questions still need asking.

My point is, regardless of the efficacy of decisions made, we're in a precarious state where all too often the cart is driving the horse (as my Dad used to quip). Too many decisions are being driven by personal agendas (whatever the motivation) rather than what's right for the customer and their branded interactions.

Time out: I can hear the voices of the devil's advocates (and they do work for the devil) saying, "Yeah, but we have to work within the client's parameters, you can't be so idealistic, blah blah blah...on and on."

Look, I'm experienced enough, and enough of a realist, to know all the complexities and stakeholder's circumstances and those are to be taken into consideration. BUT--and it's a big BUT--if it comes down to doing what's best for the customer or doing what's most palatable for the client I will always step forward and declare, "Do what's right for the little man, not just The Man". I will always recommend taking an agnostic look at the technology and a zealous look at the branded interaction.

So, 'Whatever Works Best!' is the best recommendation--always.

One last for instance: I recently had a conversation where we were thinking through whether to use WordPress for a project vs. a custom build. One part of the conversation was around missed opportunity--if we used WordPress would we be missing an opportunity to do something new and remarkable that showcases our design chops? Upon further thought I concluded, in my mind, that the issue wasn't WordPress vs. custom design or not but what would best support and deliver the right experience AND meet the business objectives? If WordPress has everything necessary to deliver on the concept then by all means. But we shouldn't be force fitting ideas into a platform or constraining an experience just to fit a pre-existing condition.

Ugh--the voices are at it again, "If your client has BroadVision are you going to tell them to scrap it? (The big 'Gotcha!")

For you black and white folks who think when I say one thing it automatically excludes another slow down. That's not what I am saying. Even though I would love to.

I am saying that all great ideas for moving a brand forward begin with looking at all the angles--even challenging conventions, thinking without restraint, and championing ideas over technology. Actionable insights should drive concepting and an idea should drive the solution. I don't think Edison would have invented the light bulb if he'd held to the fact that America had warehouses full of candles and kerosene. Or Ford would've changed transportation if he'd been satisfied with the fact horses were all the rage. Dare to think beyond the parameters given.

Bottom line, don't be rude and ignore the client's reality but be responsible to the end customer and all will be good for the client, their business, and brand.

Better work does work better.

Thanks ex-boss for that enduring nugget of inspiration.

BTW--vote to further this discussion at SXSW. http://panelpicker.sxsw.com/ideas/index/interactive/q:icrossing

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