You’ve no doubt heard the classic saying, “If it ain’t broke, don’t fix it.” It means, of course, that if something is working adequately, you should refrain from changing it. Leave good enough alone. This advice may be good or bad, depending on the situation.
For example, leaving good enough alone is bad advice for businesses that invest in continuous change so that their product, marketing, and communications teams can stay flexible in response to all the new disruptions. We can’t afford to become complacent. We all need to keep revising and improving the platforms we use. Even if what we’re doing today is working, things beyond our control may cause those things to become “broke” tomorrow.
But it’s good advice for businesses to avoid “fixing” a thing that not only isn’t broke but is doing a good job of the very thing it was designed to do.
I recently came across this kind of ill-advised fixing at a client advisory with a B2C product company. The two-year-old content team was telling me about a recent failure of epic proportions. They had created an owned media content platform for customers of their product. If you were a customer, you had access to events, resources, and lifestyle-oriented content that gave you a reason to stay loyal to the brand. It was working. Within nine months of this platform’s launch, they had 250,000 subscribers. Growth was in line with projections, and, by all measures, the business was deriving value from this content strategy. The team had created a thriving customers-only content hub.
One day, the brand and merchandising teams decided to fix the content hub.
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