I hear you’re making something great.

Will it flex?

Buying a new website? That’s great, I hope it’s going to be a great advocate of your customer’s desired journey. But will it flex? Better make sure you have the ability (or support) to edit that asset often in response to what you’re learning about your customers.

Preparing a new advertising campaign? That’s great, I hope it’s profitable. But will it flex? Better make sure your assets are ready to be refined in response to the performance data you should be receiving.

Creating a new product offering? That’s great, I hope it’s a hit with your customers. But will it flex? Better make sure you have the ability to listen to real feedback and reflect that feedback back into your work as it comes.

If your work is an act of service to our choice of market, the things we make must be flexible enough to change with our audience’s needs.

Unless, of course, we’re not listening to what they have to say.

You are listening, aren’t you?