When Is It Time to Say Goodbye?
What does an ‘I heart analytics’ t-shirt and the Grim Reaper have in common?
Well, those who like analytics appreciate the data, but love the insightful, actionable decisions we can make because of it. The point is that the data does not always point to an exciting new green-light, beta-test, budget funded project.
Sometimes it harkens to the end of projects, processes and labors that have outlived and or never reached their potential. It’s fun to launch, but it’s hard to say goodbye. The natural reaction is – “We can’t kill it because that’s admitting it failed.” That’s correct, but not killing it is an even more criminal waste. If you’re in the business of experimenting, you need to be equally devoted to pruning. There’s no shame in pulling the plug on what’s not working.
Google’s Larry Page doesn’t wear the Reaper costume [at least I don’t think he does] but Google’s not afraid to test, launch, analyze and yes spike the underperforming … aka Aardvark, Fast Flip, Sidewiki.
The good news is that we all need more time, money and resources, and by axing the underperforming, we instantly gain a lift via subtraction. Even if the labor is automated, the additional clutter distracts users from the best offers you do have. Maybe you have devoted resources to …
- Creating automated content product with no subscriber base
- Creating one-size-fits-all web reporting no one opens
- Posting long-form archive video that no one watches
- Maintaining a blog that has no specific purpose or goal
- Sharing content to a partner that generates no referrals
Today, ask yourself. What could I kill that doesn’t work, and where could you spend it that does? And then picture the Grim Reaper in an ‘I Heart Analytics’ t-shirt.
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