When we work with clients on their Desires and Goals, we often talk about adjusting their ends to their means. Meaning, they should do the best work they can with the resources at their disposal.
Don’t do something halfway because that’s all you can afford, go the whole hog on something you can afford.
You don’t need a large budget to do the best work. The famous Dollar Shave Club ad was done in-house with $4,500 and a friend in improv comedy.
They did their best with what they had, proving the value of constraints.
As Liddell Hart says, “If there is one lesson that should be clear from history it is that bad means deform the end, or deflect its course thither. I would suggest the corollary that, if we take care of the means, the end will take care of itself.”
Overreaching because we wish we had more money, time, or staff most often leads to losing even more of each.
Hopkins said, “Most business wrecks which I have encountered are due to over-reaching. To reckless speculation on a hidden chance. To that haste which laughs at conservatism. All advertising disasters are due to rashness; needless and inexcusable.”
But if we take care of our means—we do great work with what we have—the ends take care of themselves.
So for your next marketing opportunity, consider trying to do even more with what you have, instead of pining for a budget you don’t have.
Do more in-house, take control of your marketing and your means, and the ends will take care of themselves.