So often we worry, “is it perfect?”  Sometimes, like in ad copy, press releases or TV production you do want it perfect. But there are numerous other branding opportunities where perfect may not be your goal.

If you’re not familiar with Russell Davies, you should be. Yes, he’s a clever guy and not doubt very good at what he does. But I appreciate him for much the same reason I like PSFK – Russell just does stuff. I don’t mean that he doesn’t care or that he does things half-heartedly, I mean he doesn’t wait around for perfect conditions or for total agreement from a committee.

The Interesting 2008 conference is a great example. Read this post and you’ll see that it’s a very casual gathering – bring your own food; stick around afterwards maybe we’ll have a little get together; lunch break will happen when it feels right and they’ll wrap up when, well, when they wrap up.

Sorry, no hard-stop schedules for Russell, no inflexible rules, no fine print disclaimer to cover his arse. I find that very appealing in today’s age of over-regimentation. Russell’s approach is: let’s do something fun, if it doesn’t work out, no big deal because at least we had fun giving it a go.

Life is so serious, we should all remember to have some perspective and remember that sometimes the most memorable events occur when you give yourself some room to breathe. Maybe you should be thinking about your brand that way too. Give it some room to breathe, to let other participate, and to make it maybe not quite so perfect.