The final 10%

I am reminded of the importance of finishing well after watching World Cup soccer this weekend. So much of the time product marketers worry about the beginning phases of a project, the creative, the plan, the team... that they forget that it is all about the finish. It is the last 10% that makes the difference between check-box "done" and "wow" success.

I am talking about the extra time and effort to finish well such as the personal phone call to the key sales reps, the third check before you hit send, or the hand written thank you note to the key players. The last 10% is what differentiates your project from the similar one being done by your competition. It is the part that makes it yours, and makes it a project that you are proud of. What is keeping you from sticking the final 10% of your project?

You can make excuses; I am too busy, I just inherited this project, this is good enough... but is that really going to get you and your company success in the marketplace? How are you going to earn the right for the next project, if you do not finish well? Seth Godin has an excellent post entitled "Hardly worth the effort" that visits this subject.