Working with enterprise clients as always fascinating. They often bring a wide array of challenges, and with great challenges comes great opportunities to generate results.
Lately I’ve been thinking about “big picture” vs. its opposite, I guess “small picture” and feeling like a lot folks get lost on the “big picture” and fail to accomplish anything useful.
Don’t get me wrong, “the big picture” is important. But isn’t necessary to understand the “small picture” before going big? Particularly in the Digital Space. Things are advancing so fast and seems people just want to look smart rather than act smart.
Take website analysis, for example. With the newer version of Google Analytics you can create your own dimensions, metrics, collect new kinds of information, custom attribution models, and a bunch of things that can help paint the big picture.You can use Voice of Customer, mouse tracking, heat maps, form tracking, even record videos of sessions and how visitors move across your site.
That’s all great, but how about understanding traffic sources first? How about understanding what actions we can do if a goal underperforms? Really, thinking about over the top ideas is good, but only if we have a clear idea of what can be accomplished. Brainstorming great ideas is often the birthplace of smaller much more actionable steps.
My question becomes, how useful is “the big picture” if we’re not paying attention the smaller details?
I just keep seeing people getting lost in great sounding but unreasonable ideas while at the same time showing no interest for smaller concepts or understanding about what can be done.
Perhaps “the big picture” is just smaller pictures working together. Don’t you think?