Still delight at every stage

“Delight at every stage.”

This sentence stood out to me today in a meeting while reviewing a new “cold” campaign experiment that tests some edutainment theories we’ve been sandboxing.

Not because it’s novel and new.

But because it’s not. It’s what we teach for every stage of a product, or a product’s marketing, pre-and-post-sale.

It just stuck out to me because it’s long been obvious in those domains, yet “cold” campaigns have always been slightly more amorphous, due to the regulations and headwinds they typically face.

And yet, despite all that, it really comes down to the same principles we use elsewhere, and this one is no exception.

Sometimes, headwinds and other influences make us think something has to be different, or harder, or more complex than they should be.

Challenge those assumptions.

It might be that they’re just as philosophically aligned, simple, and on-pattern as the rest of your strategy.