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It used to be that projects were run like this:

Make a plan that includes every single detail. Once every single detail was ironed out the implementation would start. Or so much time has passed that there was enough turnover in the organization that a new plan had to be started. Ha.

And then when the project launched that was that. Onto the next project.

Today, things move way too fast in the digital space to only plan and write plans for months at a time. There needs to be movement.

Get the minimally working product to market and update it from there based on changes in the marketplace and in user behavior. Sometimes we can even uncover user behavior that we previously overlooked.

In a content performance culture, this also applies. We can totally launch a blog strategy without a blog being live.

Start gathering and writing stories. Pieces of them can be shared on social media right now. The full stories can be shared on the blog when it’s live.

A true phased functionality project would likely launch a WordPress blog with an out-of-box template first – even if a fully custom designed blog is being worked on for a later deploy.

I’m actually using an out-of-the-box template on this site and it hasn’t hurt traffic and business yet.

I will keep with this approach until I change my mind and either change templates or hire somebody to design a custom site for me.

Many software applications that are part of our lives use this approach, too. Think of all the devices that have software upgrades send through. Same thing.

Phased functionality can help us get to market quickly (try not to be too quick) and make updates and adjustments live.

When done right it benefits the organization and the end user.