Everybody has an opinion...

The articles in this section discuss our interpretation of current events happening in the industry. We also discuss our thoughts and opinions about other subjects as well. Feel free to contact us to respond to any items you find here. Just be gentle.

10% Perspiration, 90% Planning
Design, The Universe, Everything

10% Perspiration, 90% Planning:

A quote attributed to legendary scientist Thomas Edison states that invention is 1% inspiration and 99% perspiration. The same can be said for most project-based work in which the initial idea takes little or no time but the actual execution of said idea takes months or years.

Another wise person once told me that most of the work on any particular project is in the planning. He also told me that all projects will fall short without a good plan. In practice planning is a key element in a successful project which in turn creates a quality product.

In general, good planning will yield better results during creative and execution phases. Bad planning generally leads to disastrous results and most likely a failed project. What constitutes good planning is often a matter of perspective and debate. Here are some rules of thumb which in my experience contribute to better planning and in turn better projects.

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1. Define your goals:

Definite goals are required for any project. There must be an understanding of what the end product is in order to start. Often however, a project suffers from a lack of understanding about it's own results or personal agendas that dilute the ultimate purpose of the project. A well-defined goal leads to a well-defined plan.

2. Do the math:

Research is the foundation of a good plan. It provides valuable qualitative and quantitative information about such important elements as consumer behavior, competitor practices, and appropriate constraints for the project. Good research is thorough, includes a wide scope of inclusion, is scientific and organized in it's collection and analysis. Bad research is often riddled with opinion, speculation and personal bias rather than hard facts and figures.

3. Getting good opinions:

Of course, all research must be subject to interpretation. Experienced professionals will tell you their opinion of which direction a project should take. Their counsel in most cases is reliable and practical. Quality opinions matter. Diversity of opinion also matters. Debate and disagreement are essential. New ideas and methods are welcome. Additionally it is critical to involve to some extent the team members who will play a role in later phases of the project during research and planning.

4. Have a key decision maker:

There is an old saying that too many cooks in the kitchen spoil the king's dinner. Everyone has an opinion, but often opinions contradict one another. It takes a strong and knowledgeable leader to make the final decisions. Compromise is a key tool in a decision maker's toolbox to accommodate differing viewpoints but still be true to the project's purpose. It also takes a great communicator to keep people motivated despite which direction a project will take.

5. Organization:

A plan is in short an organization of the events and tasks necessary to complete a project. They can be as sparse as a paragraph or detailed as an annual report. Ultimately a plan is a tool which facilitates the execution of a project. As a tool it must rely on the expertise of the team which will execute the plan and must bend to events as they unfold in the field. All projects have an element that is unpredictable. Plans must be flexible and prepare for contingency or disaster.

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Too often there is pressure to skip steps in the process because the immediate benefits are not apparent. For the client who is paying for the process, it seems to be a simple way to reduce the cost of the project. It is tempting for a firm to try and satisfy the client by downplaying initial phases of the project as unnecessary or redundant. However, in my experience, cutting corners in the beginning leads to increased costs later in the process as unexpected developments arise. Additionally, client satisfaction is often diminished and in the longer term, results in decreased credibility for that firm.

In my personal experience all projects are better with a pre-understanding of what will happen during the project. A plan provides the framework that will predict and guide those events as they transpire. Additionally by organizing those events a plan creates efficiency and increases the effectiveness of a project. Good plans lead to good projects which in turn leads to great products.