When starting any kind of marketing project, it is often tempting to dive right in to the minute details. I’ve been guilty of this myself, and I think it is a sign of being excited and eager.

I remember one client that wanted a blog. They went through all the possible benefits their firm could reap from having a good blog. But they thought of one problem: if the blog took off and became very successful, who would have to answer the phones when reporters called to interview their attorneys? And if droves of perspective clients contacted the firm because of the blog, who would take on the new clients?

I thought of it as trying to find space to fit all their unicorns.

To be clear, I don’t want to make it sound like the client was overreacting and wasting time. In fact hearing questions like this is nearly always a good sign. It’s a sign that they truly believe in the project, and that they want to make sure the right processes are in place to allow it to succeed. All good things.

But there are other times when dwelling on what could possibly, remotely, maybe, potentially happen can hold you back from the project at hand. It’s good to know where you’re going to put the unicorns, but it is more important to figure out how you’re going to find them in the first place.

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