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Silicon Valley isn’t just the birthplace of startup culture and technology giants like Google, Apple, Cisco, and Tesla. It’s also where top agencies work alongside some of the world’s most complex brands, helping them create impactful solutions that penetrate the market with so-called “Silicon Valley speed”—a pace that’s increasing every day.
Companies in this industry want to be fast and first, which is precisely the reason “speed matters” is listed among Amazon’s 14 leadership principles. The breakneck pace is also famously summarized in Mark Zuckerberg’s “move fast and break things” philosophy for Facebook. Brands have made clear their need to bring ideas and products to market faster than anyone else, and they’re willing to pay top dollar to make it happen.
But even as the giants fight it out for first place, more and more companies are coming to realize that even speed alone is far from a perfect mindset. Consider, for example, Facebook’s philosophy of purposeful recklessness when applied to user privacy. It’s just one example of how relying only on speed can have disastrous consequences.
To launch projects quickly and sustainably in this market, cross-functional B2B website creation teams must focus on two things: collaboration and iteration.
In a 2015 study by the Harvard Business Review, researchers analyzed 95 teams across 25 leading corporations chosen by an independent panel of academics and experts. The resulting report showed almost 75 percent of those teams were dysfunctional, for reasons that ranged from poor governance and accountability issues to undefined goals. In every case, the clear culprit was an inability to collaborate.
As a result of their failure to establish clear guidelines and a framework for measuring progress, these teams were unable to achieve their end goal. The study was a sobering reminder that if dysfunction can occur at the multinational level with hundreds of millions of dollars attached to the outcome, it can threaten projects of any scope and size.
For most Silicon Valley agencies, Apple represents the gold standard, boasting one of the most successful design processes ever implemented. And there’s one major component of the Apple process that smaller firms can and should mimic: iteration. Apple never stops tweaking, even after manufacturing begins. They continue building, testing, and reviewing throughout the product development lifecycle, ensuring with each new version a better product than before.
Here are a few ways cross-collaborative B2B website creation teams can approach iteration while maintaining speed and momentum:
These days, everyone wants to be first and best in their field of expertise. But bringing a new concept or idea to market quickly doesn’t always ensure market dominance. In order to be successful, producers in this increasingly competitive environment must achieve a blend of speed, cross-team collaboration, and iteration.
With those pillars in place, you can begin not only executing at Silicon Valley speed, but creating ever-smarter solutions that will solidify your place as an industry leader among your contemporaries, competitors, prospective customers, and longtime partners.
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