An Idea is Only as Great as it is Well Executed

Recently I found myself in the company of people who want to see things get done, and people who are brilliant at getting things done. So I fell into philosophizing a lot about “it,” which resulted in a new Lightspan mantra, “an idea is only as great as it is well executed.”

Digital marketing is a perfect illustration of this – a successful digital marketing formula is 20% ideation an 80% planning and execution. Disclosure – I will use the term “execution” below to refer to “planning and execution.”

Let’s look at the Google Nexus One fiasco as a great idea that was poorly executed. The Nexus One is a brilliant device. Although it has been discontinued, it remains one of the most powerful and elegant Android devices. It is also the device that can support the most recent Android updates first so any Android geek should want the device.

What went wrong? Execution. Price was too high and consumers love exclusivity. Offering the phone “network-free” was just not that exclusive. On top of it all, the devic

e wasn’t perceived as unique, since HTC continued to produce similar hardware but with better packaging, that wooed the non-tech consumer. Additionally (yes I’m not done) Motorola hit hard with its Droid advertising (although the Nexus One hardware outperformed the Droid hardware, the Droid advertising outperformed the Nexus One “barely there” ads). Beautiful idea, poorly executed. Disclaimer – I am the proud owner of a Nexus One.

Here’s an example of great execution – in an earlier post I talked about my friend Denise getting things done. The inspiration behind this post came around the same time from Heather Crosby, founder of yumuniverse.com.

Heather not only has great ideas but she is the master of controlled and elegant execution. Check out her site, and you will see what I’m talking about – gorgeous pictures of vegetarian and vegan recipes that she unfolds in front of your eyes.

Heather worked for almost a year planning the launch of her site. She cooked, wrote, networked. It was back-breaking work.

Let’s allow Heather to tell us in her own words how she go it done:

Mana: How did you go from YumUniverse as an idea to making it a reality?

Heather: The idea for YU came to me on a roadtrip out west last summer. I was very inspired by the freedom and peace that I felt driving through the desert and the mountains. With all that space and quiet, I realized that I had been eating 100% plant-based for weeks on the road and that I was at a point in my life where a plant-based roadtrip could be effortless.

I immediately wanted to create a place where my resources, tips and recipes would be resources and inspiration for others. I wanted to create the site that I wish existed when I first started out years ago. The one that would have saved me all the trial, error, money and time. The one that would inspire me and hold my hand when I needed it.

The rest of the trip, I simmered on the idea, formulated a game-plan. I envisioned the site complete and already helping people.

When I got home, I just started building, writing and creating. I have always been the type of person who can work very hard when I need to. My passion to make YU a reality really carried me through my sometimes frustrating day job as a graphic design contractor, into the evenings and weekends where I could work on YumUniverse. During holiday breaks, I jammed. This whole summer long, I have done the same. I have basically spent a year building a foundation for a community that I am very proud of and inspired by. I am beyond excited about the potential and the momentum so far.

By looking at Heather’s example I realized it takes the company of 4 ladies to execute a great idea:

• Discipline,
• Patience,
• Planning and
• Follow-through

Are you ready to apply these to your business, your digital marketing or your personal goals?