Speed and quality… can you really have both?
Consider this quote from Andy Jassy, CEO of Amazon:
“It’s a false binary to argue that you can move fast or deliver high standards.”
That's right. The idea that speed means sloppy—or that quality takes forever—is a myth. You can have both. But it doesn’t happen by accident.
It takes intentional leadership, the right team setup, and a culture that values both.
Speed Starts at the Top
Jassy continues:
“Speed is a leadership decision. The leadership team has to believe it’s a priority, reinforce it constantly, organize and remove structural barriers, and build in modular ways that enable pace. But speed does not happen unless the entire company and culture embrace it.”
In marketing—especially when juggling campaigns, partners, and platforms—this couldn’t be more true.
Speed isn’t just about moving fast. It’s about being built to move fast.
That’s on leadership. They have to create the conditions where pace and performance can thrive—together.
What It Looks Like in Practice
In my current role at a creative agency, I see this play out daily. We’re a lean, highly specialized team… and because of that, we deliver top-tier work fast. There’s no excess process, no bloated signoff chains, and no "too many cooks" inflating timelines and budgets.
But the most important takeaway? Speed isn’t about cutting corners. It’s about creating the right systems and habits to reduce drag—without compromising craft.
Here are a few principles that have helped me, and could help other marketing teams, no matter their size:
1. Keep Teams Small
Most projects don’t need a crowd. Our sweet spot is 3–4 people: a strategist (that’s me), a creative lead, and one or two specialists. Smaller teams move faster and stay aligned.
2. Automate the Repetitive Stuff
Marketing is full of repeatable tasks. Automate them. Free your team up for the creative, strategic work that actually moves the needle.
3. Keep an “Idea Quiver” Ready
Creativity on demand is tough. But if you’re always collecting insights and examples, you’ll never start from zero. You'll always be ready to act fast.
4. Think Modular
Build your process and content in pieces that can be reused, remixed, or adapted. Modular thinking lets you scale without starting over every time.
Final Thought
Today’s timelines are tighter. Attention spans are shorter. If you can move fast and keep your standards high, that’s a serious edge... Especially if you’re a lean team with big goals.
Whether you’re launching a product, reacting to culture, or pivoting a strategy—there’s no time for bloated workflows or endless revisions.
But that doesn’t mean lowering the bar.
With the right mindset and setup, you can be nimble and excellent.
So here’s the challenge: don’t choose between speed and quality.
Build for both—and watch your marketing work harder, faster, and smarter.
