Over three years ago I proposed that we change our corporate name. After presenting my rationale, the board agreed. What came after was a needlessly long and painful process, because our management team severely lacks trigger-pullers. Over the course of that excruciating wait, all of our print collateral ran out or became outdated.
Though I tried hard to keep things moving where fiscal sense allowed, churning out promotions and miscellaneous stuff, it was an uphill battle to grow the business without the essentials in place. The “hurry up and wait” of the name change project wore not only on my nerves, but on my ability to take pride in my work.
After two and a half years poised on the starting block waiting for the gun to fire, they finally selected a name last August, and since then I’ve been off and running. To say I was busy over the last eight months would be an understatement. Logo, tagline, branding, website, mailers, booklets, brochures, signs, merchandise, posters, badges… Oh my!
I’m a one-person marketing department, so it was up to me to get everything ready for the April launch. Now that’s behind me, but my work life still doesn’t show any signs of slowing. In fact, with a more solid foundation in place, the frontier now seems wide open. After a long period of waiting, it feels good to make a positive impact again.
The labor of marketing is strikingly similar to bearing a child: conception, gestation, delivery. Each phase has a proper duration and things must happen in a certain order. The final output depends upon the quality of what was accomplished in those formative stages, however, if you drag any of it out too long you’ll endanger the mother.
If momma ain’t happy, ain’t nobody happy, and this little momma is only happy when she’s being effective. Knowing it wasn’t right to print short collateral runs with the name change looming didn’t help me feel any better about being less productive. Certainly it wasn’t my fault, but I couldn’t work at one-third capacity and call it a job well done.
Once I read that procrastination was a major cause of depression, but since I’ve learned that being forced to put things off is even worse. Creative people need to run with ideas instead of waiting to be cleared for launch. Though I now have tons to add to my resume, I’m slightly more impressed by the personal trial I endured to get there.
Wheew… Time to get back to work!
16 comments April 17th, 2007