The Choose Two Principle

I learned this principle from a commercial printing manager and it can apply to most areas of the creative productions.

When beginning a project there are three things you can choose from. You can only have two, you can’t have all three.

1. Time
2. Quality
3. Cost

Scenario 1:

You don’t have a large budget, but you need your event postcard printed quickly.

1. Time
2. Quality – You’re just a number.
   
3. Cost

You will probably go to a large wholesaler who puts out product in large runs and doesn’t inspect each job for quality. Their turnaround is usually very quick since they deal in bulk and their prices are very low.

Scenario 2:

You want to get letterhead and business cards printed. Since this is your branding, you need quality to be a top priority, but you still need to watch your budget.

1. Time – You’re on their clock.
   
2. Quality
3. Cost

After quite a bit of research, you could find a mom-and-pop print shop that needs to pick up some clients. Normally, these shops have limited staff and work on individual jobs. Since they are cutting you a good deal to get your business, you can’t ask them to rush the job. You must put yourself on their production schedule.

Scenario 3:

You are a recording artist and you’re extremely late getting your artwork to the printer. Since this is your record, you want premium quality and turnaround needs to be yesterday.

1. Time
2. Quality
3. Cost – It’s gonna cost you!
   

Any printer that specializes in cover art does quality work, and they are used to doing rush jobs. You will get your project done in a quick turnaround, but it’s going to cost you some hefty bucks.

If you find someone who will give you all three, you will find someone who is not making any money in their business.

I think leaders should realize this principle when tasking their creative team with production pieces. Sometimes a leader wants all three, but in the creative world, you can’t have your cake and eat it too. A creative needs to have this list handy in awkward situations, and politely ask their leader which two are most important to them. Then, find the best route that will take care of those two needs.