Good, fast or cheap, pick two

The advertising industry has a time-honored saying that still rings-true today. It goes, “good, fast or cheap, pick two”.

Experienced clients know that you can demand only two of the three items on this list when dealing with an agency that has been hired for a project. You can have two of these items in any combination, but if you put all three of them together, the equation just doesn’t add-up.

An agency can make the project good and fast, but it won’t be cheap because we’ll be working around the clock to meet the deadline.

It can be fast and cheap, but it won’t be good because there will not be enough time allotted to do the research needed and meet the budget to do the job well.

It can be cheap and good, but it won’t be fast because in order to do good work cheaply it will have to be integrated into time periods when there is less volume of work that can be billed at a lower rate as “filler time”.

This saying can be a good reality check when examining the goals and expected outcome of your next marketing project. Plan ahead with your agency to ensure that you get the best possible scenario for the work you need done.

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