Good to Great


RIM made headlines this week with the introduction of two new smart phones. Unfortunately, the launch seems to have generated more questions about the brand than it answered. Are the new phones great? Are they merely good? Is good “good-enough” to save the brand?

It’s a question that all marketers need to ask on a regular basis.

Can we move a prospect from indifferent to adoption with a marketing program that is merely good? If we hope to move an entire market from loyalty to advocacy does a brand strategy need to be great? At what point does the tried and true (i.e., good marketing) just become plain old tired (i.e., not good enough)?

Conventional wisdom says that perfect is the enemy of good. In today’s ultra-connected, trend-sensitive global market maybe “good enough” is the enemy of great.

Thoughts?