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The Distance From Good To Great

Much of our team’s work at Cooke Media Group is helping our clients move from good to great. In most cases, they’re already doing solid creative work in video, online, broadcast TV, publishing, or other platforms. We have the honor of working with amazing clients, so when we come to the table, they’re almost always doing better work than most others.

However, they’ve asked us to the table because they’re not satisfied with good work, they want to achieve great. This is why we believe we have the best clients in the world! But the challenge is that the distance from good to great can be far, time consuming and often expensive – which is why so few organizations are willing to take that leap.

In that pursuit, here’s a few things we’ve discovered along the journey:

1. Most leaders and organizations are content with good. They either don’t see the benefit of the extra effort, don’t see the difference, or don’t care. These aren’t potential clients we seek because they will always have limited results, but we wish them well.

2. Great isn’t always popular. Over the years we’ve encountered employees inside organizations who didn’t understand that leap. Although the leader had the vision, his team didn’t have the courage. So when you’re ready to take that step, be ready for opposition.

3. The step from good to great is bigger than most people think. Lots of people can build websites, shoot video, or do social media, but great means understanding the why behind it. Developing a communication or growth strategy is hard work, but it helps our clients focus their message, find the right audience, and deliver it in the most effective way.

4. Good is temporary, but great is eternal. There’s a reason some novels, movies, art, and other projects transcend time. They last when other work fades over the years. Great work lasts because it’s not about being trendy, it’s about a message and delivery system that’s never goes out of style.

5. Great changes the world. Good may help you raise money or share your story on a limited basis, but if you really want to make an impact, you should be thinking great.

Where is your organization right now? Good, or great? Think about it, because great is what you’ll be proud of for the rest of your life.

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    1. Your question reminds me of the federal judge in the 60’s who was asked the same thing about pornography. He said he didn’t know how to describe it, but he knew it when it saw it.” It’s hard to pin down a “definition” of good and great because each project or challenge is different. But overall, I’d say it’s the difference between what works, and what transforms.

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