Member-only story
Stop Controlling, Start Creating
Why it’s more important to focus on efforts rather than results
A few years back I had a client.
This client had a beautiful web site. That beautiful web site had been designed by a renowned design agency. And on that beautiful web site the client published articles that were well-reported and infographics that were quite attractive.
From the outside, everything looked professional. Healthy. Successful.
But the client had a problem. Traffic wasn’t growing.
What can we do to improve, they asked.
I asked about the amount of content.
No, they said, we can’t change that. Our budget is maxed out.
I asked about the quality of the content.
No they said, we can’t change that. We like our articles, they’re thorough.
I asked about where they distribute their content.
No they said, we can’t change that. We don’t have the staff.
Then they thought for a minute and then asked: What if, instead of making any of those changes, we just redesign the site?
Why would you do that, I said. That’s the thing that’s least wrong.
