Quality is what I view as a key topic. I cannot count the number of times I’ve seen marketing material that’s been put together in a rush, with a focus on budget and time constraints. Yet, in my view, anything that’s customer facing (web content, collateral, presentations, etc.) is showing how much we truly value the customer. And customers are generally, whether they’re aware of this or not, very much affected by this.
For many years I’ve put a lot of attention to doing things visually appealing. Simple, clear, precise. And it’s more a question of attention, not time spent. Obviously it does take time to get things done right, however the more work is done, the easier it gets, and results are confirming how much customers appreciate the attention to quality.