When “Good Enough” Just Isn’t Good Enough

By: Jenn Ennis

 “Why settle for the get-by when the good in the long run will cost you less.” - Zig Ziglar

If anyone understood the art of closing a sale, it was Zig Ziglar. For my Dad, his cassette tapes weren't just a casual listen; they were a staple, practically playing on repeat.

Before becoming a full-time vocational Pastor, my Dad navigated the unpredictable waters of the oil industry. He found great success running a small business, owning and operating wells across Alberta and Saskatchewan. But even the savviest entrepreneur can't completely foolproof against market forces. The Canadian oil market in the 1980s was a turbulent sea of volatility and government intervention, thanks to the National Energy Program and a global oil price collapse.

Like many, my Dad found himself out of work. With a young family to provide for, and being the relentless hard worker he is, my Dad took a sales job in our small town. It was during this challenging season that Zig Ziglar's "Art of Closing the Sale" became more than just a set of principles—it became an educational masterclass. A must when food on the table meant closing the deal and earning commission.

Fast forward to today, and while he'd never boast, his achievements speak volumes: earning his doctorate, planting a flourishing church, and tirelessly working to make the city of Vancouver a better place for over three decades.

That Zig Ziglar quote? It wasn't just a phase for my Dad. It stuck with him, through every challenge and triumph. And because of him, it's stuck with me, too.

The Cost of Cutting Corners

Why do I share this personal story? Many Canadians and Canadian businesses are facing a similar struggle in today’s economy. Most businesses, whether small or large, are looking for ways to save on excess expenses while still understanding the vital value of marketing their goods and services.

Marketing demands creativity. And true creativity, the kind that moves the needle, requires expertise. This expertise provides immense value, building awareness, fostering brand loyalty, and ultimately playing a key role in driving sales.

Leaning into Zig Ziglar's enduring wisdom, and the powerful lesson from my Dad's journey, the question begs to be asked: how do you discern the difference between "good" and "get-by" when it matters most for your business? For many businesses, the allure of the "get by" mentality when choosing a creative partner can be strong. Perhaps it's the agency offering the lowest bid, the one promising lightning-fast turnaround without much depth, or simply the path of least resistance. This "get by" approach often involves cutting corners, opting for quick fixes, and prioritizing immediate cost savings over genuine, impactful results. In the short term, it might feel like you're saving money, but as Ziglar so eloquently puts it, "in the long run, the good costs less."

Defining The Good

Consider the "long run" perspective when evaluating a creative agency. What are the long-term consequences of choosing a partner who merely helps you "get by"? You might end up with campaigns that lack genuine resonance, a brand identity that fails to stand out, or marketing efforts that simply don't convert. These aren't just aesthetic shortcomings; they directly impact your bottom line, your market position, and your ability to connect with your audience in a meaningful way.

Now, let's talk about the "good" – the agency that offers true value. Imagine partnering with a creative agency that offers the experience of working with leading clients, the expertise of a well-rounded team (whether in-house or industry partners), and a track record of quality work. This isn't just a number; it's a testament to a deep understanding of market dynamics, proven strategies, and systems that are designed to serve your business every step of the way. An agency with this level of experience isn't interested in helping you "get by"; they are invested in your sustained success.

How The "Good" Truly Costs Less:

Strategic Acumen: A team with experience means they've probably seen it all, adapted to countless industry shifts, and refined their approach. They bring strategic foresight to the table, anticipating challenges and crafting solutions that are built to last. They likely forecast project costs during the proposal phase and know how to save you from costly missteps down the road.

Proven Effectiveness: Their work with leading clients isn't just about pretty pictures; it's about delivering tangible ROI. They know what works and what doesn't, allowing them to optimize campaigns from the outset, reducing wasted ad spend and maximizing impact.

Efficiency Born from Expertise: While their initial investment might seem higher, their efficiency and expertise often lead to a quicker path to desired outcomes. Less revision, more precise execution, and a deeper understanding of your brand's needs translate to less time and resources spent in the long run.

Brand Longevity: A truly great creative agency builds for the future. They craft brand narratives and visual identities that endure, fostering lasting connections with your audience and building equity that compounds over time. They build backend systems and structures that grow with you over time. This foundational strength prevents the need for costly rebrands or reactive marketing fixes down the line.

Avoiding Costly Redos: Choosing an inexperienced agency often leads to multiple revisions, missed deadlines, and ultimately, campaigns that fall flat. These "redos" are not just frustrating; they're incredibly expensive in terms of time, money, and lost opportunities. Investing in a seasoned agency minimizes this risk significantly.

When It’s Ok To Go For The Get-By (Or Is It?) When "Get By" Might Be an Option (with strict caveats):

1. Extremely Limited Budget for a Non-Core, One-Off Task:

Sometimes, a "get by" solution can be considered when you're facing a one-time, low-stakes task that isn't central to your brand identity or core messaging, and your budget genuinely can't stretch for a full agency solution. Think of it as needing a very simple, internal-use graphic for a casual team announcement, or a quick, generic social media post for a minor holiday that doesn't demand unique branding or deep strategic thought. In these specific instances, the impact of failure is negligible, and the objective is purely functional rather than strategic.

2. Urgent, Short-Term Patchwork/Placeholder:

There are also moments where a "get by" approach serves as a temporary patchwork or placeholder solution. This might be necessary if you're between major campaigns, your primary creative agency is fully tied up, or you've encountered an unexpected, immediate need that demands a quick fix to bridge a gap, rather than building something lasting. For example, a simple banner ad could fill an existing media buy for a few days while a new, high-quality campaign is still in development, or a basic landing page might suffice to capture leads for a very short-term, low-stakes event. In these situations, the "get by" option prevents a complete void or a broken user experience, with the clear understanding that a proper, robust solution will follow swiftly. It's truly a placeholder, not a permanent solution.

3. Proof of Concept/Minimum Viable Product (MVP) Testing:

A "get by" approach can also be useful when you need to quickly test a very niche idea or a new market segment with minimal investment before committing significant resources. Here, the goal is purely learning, not perfection. For instance, you might create a rough, unpolished video concept to gather initial feedback from a focus group, or a very basic website landing page to test interest in a new product feature before its full development. This strategy works because it reduces risk, allowing for rapid iteration and feedback collection without over-investing in something that might not work. However, the quality of this "get by" solution must still be sufficient to facilitate meaningful testing and yield valid insights. 

4. Internal, Non-Public Facing Communications:

Finally, a "get by" approach can be acceptable when you need creative assets specifically for internal communications, such as training materials, company memos, or internal presentations. In these scenarios, brand polish is often less critical than clear and effective information delivery. Simple PowerPoint templates, basic internal infographics, or quick internal video announcements are prime examples of "get by" solutions here. This works because these materials are not seen by customers or the wider public, meaning their impact on external brand perception is minimal.

The Bottom Line

A "get by" solution in creative services is like using duct tape on a leaky pipe when you really need a professional plumber. It might temporarily stop the drip, but it won't fix the underlying problem and will eventually lead to a bigger, more costly mess.

For anything that touches your customers, defines your brand, or drives your core business objectives, the "get by" mentality is a perilous gamble.

The expertise, strategic foresight, and proven effectiveness of a "good" agency like JDCO aren't just luxuries; they are fundamental investments that pay off by preventing costly mistakes, building lasting value, and ultimately, ensuring your brand's long-term success.

Are you ready to move beyond "good enough"? Since 2016, JDCO has partnered with a variety of leading industry clients, providing quality creative strategy and services. Let JDCO be your partner in success – connect with us for a consultation!

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