To be honest you could reframe this title as making difficult things happen. Increasingly I’m of the opinion that we should start with the product and treat communications as an extension and not just a bolt on.

This of course requires people to do things that they either don’t want to do, or just think it will be too much of a headache to achieve. The first headache is product people speaking to marketing people and the second headache which is really more of a migraine, is agencies working and planning together.

There is a heap of high profile examples such as Nike + and Fiat Eco Drive but I’m starting to see it happen regularly now, most recently Comparethemeerkat.com and Smithsdousaflavour.com.au. Both probably had a point in the process that required a real commitment to making these happen but thankfully made them happen.