Is Speed Really Better Than Quality?
When the rush of releasing your product results in business blunders
Over the last few decades, the expansion of the global market has drastically increased the need for getting products to market FAST, keeping organizations constantly churning out new products. The technological advances and capabilities in today's world have given us the tools to meet those demands. They allow us to schedule large meetings seamlessly, host webinars with participants from all over the world, publish our own books, take content live in a matter of minutes, and design our own websites.
But how do we draw the line between speed and quality? And how big of an issue is this, this process of churning out mediocre materials due to lack of sufficient time?
The thing is, your prospects and customers hold the key to the answer.
Why do I say this? The reaction of your prospect to poor products or written documents depends on that prospect. Does he care that your training manual says "Simplfy your life" instead of "Simplify your life" or that a section of words were repeated on page 2 (words were repeated on page 2)? That depends on the prospect.
Do you care what your prospect thinks of you? That depends on you.
Does any of this matter or is it a bunch of hogwash?
It does matter when your product or written document fails to fulfill its purpose. For instance, in the early 80s, a computer manufacturer released a new computer line and lost $35 million when 60% of machines sold were returned to stores as defective. Some sources also say the accompanying instruction manuals were unreadable. In any case, the company suffered dearly and finally went bankrupt in 1988.
When the need for speed to get products to market before your competitors catch wind of your next big project overtakes your ability to produce valuable materials, your company is at risk.
Customers want quick releases, but they're not always willing to wade through the bugs. That's why a lot of people wait for revised editions or releases before they purchase. They're willing to wait longer if it means they don't have to go through the debugging stage. Of course, this stage is common for any product, new or revised.
So, we've come to realize that companies churn out mediocre products on their first runs. No big deal, right? It is a big deal if your company does not have the ability to release revisions quickly enough to satisfy your customers' demands. Addressing product issues quickly and efficiently is essential to keeping your customers happy. If the fixes take too long, your customers will return your products and go elsewhere.
So, the take-away here is this: while the market demands quick output, taking just enough time to ensure your products are at their best will help you build a solid reputation as a great company with great products.
May your company strive to be the best and thrive in today's marketplace.
About the Author: Jody Calkins is a copywriter who helps her clients communicate effectively to their customers and prospects through articles, case studies, newsletters, and reports. For more information, please visit https://www.emeryroad.com.