On the Value of Zooming Out
Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important and, for me, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on is still tied to the larger picture and the original objective.
The challenge is that the detailed work often takes more time.
The challenge is enhanced when the value of dealing with certain details diminishes after a certain amount of time.
When is the right time to stop?
When do you ship?
I have found a lot of value in actively zooming out on a monthly, weekly, daily and even hourly basis depending on the scale of the task. Zooming out means picturing the details you are working on as they relate to what you are ultimately trying to achieve.
Is this still necessary?
Does it still add value?
These questions help keep you in check.
I think about this concept a lot as it relates to our agency. For the work we are building, after zooming out, does it still create value for our clients and partners? Does my involvement in that work still hold true to that objective? I strive to make sure those answers are often “yes,” but inevitably there are times when I need to stop and realign to get back on track. It is a good exercise and one that has produced many efficiencies.
It is not so different in marketing programs as they relate to a brand. Ideally, your activations and campaigns add up and integrate toward a greater objective. Marketing teams must zoom out often so that every dollar of marketing investment can be attributed to moving objectives forward.
This practice will only grow more critical in the coming years.
Some notable resources to check out for more on this concept:
