As something of a perfectionist, I like to think it’s worth getting it right. But I’m also a pragmatist, and more often than not you just have to take the first stab at putting a programme or message out there, to see how it resonates. Then you can improve it, in search of perfection.

But then I’m a bit of a tech nerd too and that can become a distraction these days – a tool for anything and everything – we can scrape competitor x’s social followers for example, can lead us off on a tangent but possibly to a successful, more targeted campaign. So that’s the mix, and experience tells us when to give it a shot and when to keep our options open.

Processes are never perfect, and sometimes the most established can be quite personal, so it stings that improvement might be suggested – but you know what? The common goal is the thing. Getting better results and if that means occasional wayward steps to perfection, we should embrace them. We’re all in it together!