Speed to market has always been a competitive advantage. But in today’s environment, it is more than that. It is survival. The companies that win are not always the biggest or the most polished. They are the ones that move quickly, learn fast, and improve as they go.
Still, many teams get stuck. They revise, rework, and second-guess until momentum fades. What could have launched last quarter is still in review. By the time it is “perfect,” the market has moved on.
I have never loved the phrase good enough. It feels like settling. But perfection can be just as dangerous. The goal is to find that middle ground where something is strong, clear, and ready to ship, not flawless.
There is a difference between carelessness and confidence. Typos, broken links, or sloppy execution are never acceptable. But spinning in revision cycles after something is already solid drains creative energy and delays growth.
At some point, you have to decide if the next round of edits is improving the work or just postponing progress.
I learned early what world class really looks like. At Apple, excellence was the baseline. Every detail mattered. We reviewed everything carefully and tested until we were confident in the experience. That foundation shaped my standards for what a polished product and a strong brand should feel like.
But when I shifted into startup environments, I realized that same foundation needed to coexist with speed. You cannot have ten review cycles for every webpage or campaign. You apply the right level of rigor and keep everything moving forward.
Speed is a skill. It improves with structure and repetition. Here are four ways to build confidence and momentum.
1.
Create a streamlined process
Suggested workflow steps:
Create content and assets
Review and refine with AI as needed
Spellcheck everything carefully
Test all links and CTAs
Validate with subject matter experts
Send approval request to leadership (see template below)
2.
Collaborate early and often
Bring subject matter experts into development before leadership review
Ensure alignment so executives only see vetted, trusted work
Reduce delays caused by multiple revision cycles
3.
Create a high-level marketing calendar
Provide visibility into upcoming content and launch timing
Align on messaging themes before writing begins
Keep approvals focused on final details instead of strategy
4.
Set clear expectations for leadership review
Include a specific deadline for approval in every email
Keep the review window short, ideally 24 to 48 hours
Move forward if no response is received by the deadline
Reinforce that feedback is welcome after launch
Capture insights to make future content even better
Example Approval Email Template
Hi [first name],
We have a new blog post ready for your review and approval. Betty and Suzy have already reviewed and provided feedback. Please let me know if you have any feedback or concerns with this blog post.
Please send your feedback by EOD [day and date]. Otherwise, I will schedule this to go live on [day and date].
[Insert link for review]
Thanks,
[your name]
Speed to market is not about rushing. It is about rhythm. It is the confidence to ship when something is ready and the commitment to improve it over time.
Sometimes all it takes is the right process and expert guidance to accelerate your marketing. Our Advisory program helps you build confidence in your execution, move faster, and maintain the level of quality your brand deserves. Let’s talk about how we can help you increase your speed to market.