Systems might sound dull but imagine boarding a commercial flight with your family to hear this captain's announcement:
'Good evening ladies and gentlemen, we're off to Honalulu and as soon as I can find the instruction manual, we'll be on the runway then up, up and away… I've never flown one of these babies before - actually this is my first flight, I used to drive fork hoists, so we should be ok. All going well.
If you need anything, don't hesitate to let your cabin crew know. We have an improve squad on this evening. I don't think they have been drinking too long, but the last landing here was a little terrifying, something to do with lightening and a flock of seagulls - so your understanding would be appreciated. Okey dokey…now, where's the key?"
Not exactly confidence inspiring. Airlines are actually famous for their adherence to procedures and check lists - when things go wrong they use feedback loops to ensure open communication and integration of learning.
Producing commercials and video content can be complex and mistakes expensive. Simple things like clear script and storyboard approval can reduce misunderstandings later. Even simple commercials can benefit from this planning - it's amazing how different people can understand the same information in different ways.
In an era where video equipment is lighter and faster the temptation is sometimes to make it up as you go along. (Let's just say that studios like PIXAR don't do much improvising and yet, somehow seem to manage to be more creative than tiny, agile startups with cameras).
When there is so much riding on implementing a successful campaign (not just the cost of shooting and editing - but also meeting complex deadlines) it's critical to check and double check and avoid the old advertising adage 'There is never time to do the job properly - but always time to do it again.'