There’s a toxic idea in marketing that if it’s not perfect, it’s not worth putting out. That a campaign should be flawless, branding on point, and execution seamless. But perfection is a myth, and in many cases, “good enough” is actually the smarter, more effective approach. Now, before you clutch your brand guidelines in horror, hear me out. I’m not saying we should settle for mediocrity. I’m saying that in marketing, perfection is often the enemy of impact.
If you’ve ever sat in a meeting where a campaign was held up over tiny tweaks no one will notice, you’ve seen this trap in action. The social media post that never went live because it “wasn’t quite right.” The email campaign delayed for weeks while the subject line got overanalyzed. The video ad that took months to perfect, only to be outdated by the time it launched. In a fast-moving world, waiting for perfect means missing the moment. The brands that win aren’t the ones getting everything 100% right, they’re the ones showing up consistently, adapting, and staying in the conversation.
Marketing moves fast. Trends come and go in days, sometimes hours. If you spend too much time perfecting something, by the time it’s ready, the moment is gone. Think about brands that dominate Instagram or Twitter. Their posts aren’t overly polished. They’re quick, reactive, and real. They jump on trends, engage with audiences, and keep their brand top-of-mind. If they waited for perfection? They’d miss the trend entirely.
Audiences today crave authenticity. Overly curated, hyper-produced content can sometimes feel sterile. Meanwhile, brands that embrace a more organic, raw approach tend to build stronger connections.
Take brands like Zomato or Swiggy on social media. Their content is scrappy, funny, sometimes chaotic, but it works because it feels human. It’s good enough to connect and resonate. And that’s what matters.
Ever spent so much time perfecting something that you ended up not doing it at all? That’s perfectionism killing creativity. The best marketing comes from experimentation. Testing ideas. Seeing what works and what flops. If you’re waiting for perfection, you’re not experimenting, you’re hesitating. Marketing isn’t about one perfect post, ad, or campaign. It’s about showing up, again and again. A good enough post today is better than a perfect post that never happens. Brands that prioritize consistency over perfection stay relevant. They keep their audience engaged, top-of-mind, and in the habit of paying attention to them.
Now, let’s be clear: “Good enough” doesn’t mean careless. It doesn’t mean putting out subpar work just to tick a box. It means understanding when something is effective enough to move forward.
How to Tell the Difference:
Good Enough:
- Hits the core message
- Feels authentic and engaging
- Moves the campaign forward
- Gets better with iteration
Low Effort:
- Feels lazy or rushed
- Lacks thought or strategy
- Doesn’t align with brand values
- Leads to audience disengagement
So… Is ‘Good Enough’ Good Enough?
In most cases, yes. The brands that win aren’t obsessed with perfection. They’re obsessed with momentum. Speed, authenticity, and consistency beat perfection every time. So next time you’re stuck tweaking that one last detail, ask yourself:
- Is this making a real difference, or am I just afraid to put it out?
- Would my audience notice this “flaw” or just appreciate the content?
- Is waiting longer actually improving this, or just delaying impact?
Because chances are, good enough is already great.
Recent Comments