SXSW Interactive 2015
When Good Enough to Launch Isn't Good Enough
Creative professionals no longer live in a studio bubble. In the digital age, what we do is deeply integrated with the pressures and limitations of our technologies, partners, and investors. Many of us work with or for startups, teaching us crucial skills about perfectionism on quick turnaround, and how to embrace the minimum viable product. As a result, things like deadlines, launch dates, and speed to market are often the measure of success.
At the same time, increasing pressure to perform has made craftsmanship more important than ever. Because in a world with democratized creative, great work is a weapon in and of itself. See how to balance the competing interests of craft and urgency, and how to avoid the trap of “good enough for launch."
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- How do creatives at agencies approach a business problem differently than a startup founder, and what are the benefits of each approach?
- How and when can the startup philosophy of "launch, learn and iterate" benefit a creative team?
- What are the appropriate times – if any – for a creative to push for perfection and step away from the pressure to launch early?
- Why should agencies and startups be working together more closely – and how can each get the most out of the partnership?
- How is this model changing, and what will the agency/startup partnership look like in 5 and 10 years?
- Jason Bender, Associate Director, Marketing & PR, Rockfish
Kari Wethington, Associate Director, Marketing & PR, Rockfish