Do More with Less
Yesterday I went to the place I keep all my domain names; you know, that place we go every time we have an idea for the business or a client to register a Website? Anyway, when I logged into my account I realized I currently have almost 150 domain names registered. One-hundred and fifty different domain names parked idly on PowerPipe waiting for me to do something with them. Somewhere out there is a bored producer wondering if there’s a obsessive-compulsive reality show to be made out of this.
The funny thing is that upon review, some of them actually made sense. There’s flipthisride.com – I was shopping around a treatment once where different teams would buy, repair and re-sell used cars: best ROI wins. I still think that’s got some merit. Then there is thenaturalbarnd.com – a boondoggle I was conned into whereby we created a virtual ad agency in Arkansas so we could bid on a state lottery. Funny thing is that we were one of the six finalists. And there are a bunch of others including:
- bladeaid.com
- usstream21.com
- smartisneverstupid.com
- buyonthesly.com
Aside from the junk drawer of unused sites that I discovered, I also came face-to-face with the grim reality of having three different domain names for our business. There’s brandcanyonco.com, appleboxpictures.com and runway21studios.com All seemed necessary in their day but are now just free-standing reminders of our schizophrenic existence.
So today we make the commitment to clarity, continuity, consistency and to reducing clutter. Once upon a time diversity born of expansive, lofty goals was a good thing. Today, less is more – and the ability to do more with less is good.
That’s are goal and out promise. Runway 21 Studios is all we will be and that is enough. In fact, that is more than enough because it will be a continuous, daily challenge to maintain our commitment to creating and producing campaigns that are equally clear, concise and effective.
And should we ever get away from that strategy, I need to do nothing more than visit my PowerPipe account to remind me that more is not always good – in fact it can be exactly the opposite.
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