mediasalt

“It’s a myth that change happens overnight, that right answers succeed in the marketplace right away, or that big ideas happen in a flash.”

Let’s talk about practical application of this quote from Seth Godin, but in terms of leading the development of your ministry site.

The Be All, End All, Web Launch

Often, while building websites, we’re all guilty of trying to knock a homer out of the park upon launch. However, for anyone who has ever tried to do this, you realize things are left out, and you quickly fill up a “phase 2″ list.

Godin says, “improvements happen a bit over time” through accretion — the process in which the size of something gradually increases by steady addition of smaller parts.

In the web world, we call this “iteration.”

Fast Iterations

Jeffrey Zeldman, publisher of A List Apart and Creative Director at Happy Cog, gave me great advice three years ago. He said websites should be built on “fast iterations.” In other words, we need to break major re-designs into smaller bites.

Here are some benefits of adopting and leading a fast-iterations approach:

• Bye bye mediocrity: Committing to this philosophy extinguishes complacency because each iteration strives to continually improve your website.  Leaders should not be OK with mediocrity.
   
• Risk reduction: When you make a lot of small changes, instead of a hand full of larger ones, you know the immediate effects. When you make big chunks of changes at once, it’s hard to pick out the roadblocks and adapt.
   
• Continued interest: As good iterations stick, folks (the tribe) coming to your website will appreciate your ongoing attempts at site improvements. It shows you really care about their needs.
   
• Fail fast = Improve fast: When you find out what doesn’t work, you can quickly learn from it and improve. There’s always a little stumbling, but fast iterations make it easier to bounce back. It’s slower to identify areas of improvement when many changes are made at once.

Amazon.com

Think about the concept of fast iterations in terms of Amazon.com.

The site still feels like it did five years ago, and they haven’t lost touch of their overall vision, but there are so many new features that took place through fast iterations including “Today’s Recommendations For You.”

Trial + Error = Success?

There isn’t a sure-fire “roadmap to success” for  websites. Fast iterations soften the blows of error, but will increase the trials.

Aaron Linne, a good friend and former  colleague, says “The future of the church website is building some very nimble structures that can quickly adapt and change.”

Godin says leadership is about sticking with your dream [vision] so long that “critics realize you’re going to get there one way or another…so they follow.”

Being a leader means sticking to the vision for your ministry website, and finding creative ways to get it there.  It’s OK if the road taking you there is constantly adapting through fast iterations.

What’s your approach?