Quality > Quantity

This is one of my favourite topics. We tend to take the sides of quantity over quality in the rat race of growth in vanity metrics. We keep on chasing "likes" instead of "love". Organizations and leaders should bring a top-down culture of quality over quantity whether it's about content, proposals, products, features, hiring, marketing etc. To create Love for your business or product or marketing you need to invest quality time. Likes are short term, mechanical and hacky.

Increasingly marketers are marketing for Google rather than marketing for the customer. Search engine optimization is misunderstood as marketing for search engines. Marketers should understand that everything in marketing starts with the customer and ends with the customer. Most of the SEO optimization techniques adopted today are making the life of a customer tougher by throwing low quality and irrelevant content all over the place. Most of the marketing content on the internet is published without knowing the customer. An intern or accidental content writer tries to put together a 'thoughtful' article with copy-paste-edit-repurpose techniques with a mesh of old content. However, such articles only might be serving the thirst of search engines without solving anything for the customer. It becomes very difficult for the consumer to separate the wheat from the chaff in such glut of content.

Marketing and sales is a conversation between human to human. With so many automation tools and templates, this human conversation is getting mechanical. Marketing teams are busier in managing the tools rather than the one to one human conversations. Sales and marketing tools should be used to bring efficiency in the process rather than templatizing the human conversations. One can't really market or sell customer A vs customer B with same email/nurture campaigns. It has to be original and relevant to each customer or the customer cohorts. While writing proposals to clients, we end up making a one-size-fits-all proposal to hack the time. However, the client is already bombarded with such templated emails and proposals.

We tend to introduce new products and features without getting the desired awesomeness in the existing products. Finally, it's the customer who suffers with half baked features and products. We have faced this ourselves at Xoxoday and you can see numerous well funded companies like Ola or Oyo who roll out new things without bringing high quality in the existing. So, we all suffer from this quantity syndrome.

Let's overcome quantity with quality wherever possible. Life will be much more better and simpler for sales, marketing, HR, customers, technology, product, investors and everyone.