Know what’s impossible?

A perfect product or campaign launch.

Here’s why.

To be perfect, it would need to meet the needs of its chosen audience, perfectly…

To be perfect, it would need to speak the language of its chosen audience, perfectly…

…Except it just launched and they’ve not experienced it yet, so the data needed to perfect it hasn’t yet arrived.

That comes next. That comes from a relentless pursuit of those you wish to serve, and a perpetual re-expression of what you learn from them.

There is no perfect launch.

Only the pursuit of our people, with ears open, and hearts prepared to change our work based on what we discover.