There’s a famous David Belasco quote that goes something like this ‘If you can’t fit your idea on the back of a business card, you don’t have a clear idea.’ David was an impresario of Broadway plays.
A number of years ago I worked at a web start-up run but a mad code scientist. He was a drag-and-drop genius. Like many entrepreneurs he fancied himself the head of marketing (my job). He wrote a draft of the home page copy which my pops would have called a “doggy’s dinner” of claims, goals and marko-babble. Suffice it to say it wouldn’t fit on the back of a business card. That didn’t keep us from winning Robert Scoble’s Demo of the Year. It did, however, keep us from becoming bah-millionaires (billionaire slash millionaire). due to feature creep and poor consumer usability.
A good brand strategy – defined as an organizing principle for product, experience and messaging – will fit on the back of a business card. It might not make you a millionaire, but it will make you an articulate marketer. And hopefully it will make your customers similarly articulate about the product. Of course that’s in the execution…which will be a topic for another day.