Iteration and Evolution vs Stagnation and Revolution.
Everything is better if it’s iterative. Iterations inherently indicate that a concept or campaign is open to evolution, rather than revolutionary change.
Revolution always sounds great, but it only makes sense if you find yourself in a situation where what you’re doing is broken beyond repair. Revolution is sexy, and marketable. It also only makes sense if you are being held to an old model, or if you’ve been screwing up for long enough that you can’t undo it.
If you’re in charge, and revolution is necessary, you’ve done something wrong. Likely, not having iteration and evolution as a part of your culture.
(N.B.: I’d argue proper evolution necessitates the ‘measure constantly and alter strategy as needed’ model of decision making.)
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