Is ‘good enough’ the new black?

During the presentations of last night’s Mobile Monday in Brussels (#momobxl – tablet edition) it struck me how often businesses’ seem to work with a ‘good enough’ strategy. It came up during Corelio’s presentation on their mobile approach as well as during SBS’s presentation on the 2nd Screen (Tweede Scherm). The basic idea to create something fast and put it in users hands as soon as possible. Now I’m a big fan of an agile and iterative development approach, I don’t like ‘good enough’ though. Good enough means ‘almost good’ as in ‘mediocre’. How can that ever be a strategy?

‘Good enough’ is also not very inspirational, it’s not very ambitious. A point I wanted to convey during the Q&A session of the event but without success. The response was that (especially the Belgian market) is still very small when it comes to tablets and that we need to be careful with the investments we make. We also need to be careful with what we wish for, since the general public is trailing us geeks and therefore obviously not into digital like we are. Fair enough, but why is that an explanation of ‘good enough’?  The following analogy was made: “ we want to drive 300mph with a car and we’re only just figuring out what a car is, these things need time”. My take on that is that businesses (again especially in Belgium) are not dreaming of driving 300mph at all, they’re trying to drive a car the way they learned to ride a horse. In this case that means merely duplicating experiences on new platforms. And again, that’s still no reason for ‘good enough’.

It might be a Belgian thing, but I just don’t get it. I know, it’s a small country with limited reach and thus limited budget. But that’s no explanation on why things can’t be ambitious. What they can’t be great… instead of good enough. Dream big for god’s sake – “The bigger the statement, the bigger the idea, the bigger your brand will become” dixit Hugh MacLeod (‘the hughtrain’).