In 2009, director James Cameron (Terminator, Aliens, The Abyss) released the movie Avatar, featuring Sigourney Weaver in a tale about blue people. Not so much inspired by the Smurfs, although they also needed to run for their lives. The movie itself isn’t that noteworthy, except for the fact that it was the very first 3D movie. The result was a €2.845 billion box office worldwide, making it the highest grossing film of all time, outperforming Avengers: Endgame and any Star Wars movie.

Covid hits, and movies need to cower for their lives. Release dates are being pushed back over and over again. Top Gun 2, James Bond, the list keeps on going. Then light at the end of the tunnel. Theaters are opening up again, people are buying tickets, popcorn and giant-sized soft drinks to go. And out of the rumble a winner arises. Vin Diesel. Yes, Vin Diesel. This man has taken the word franchise to a next level. Obviously, I am talking about “The Fast & The Furious” saga. By now, more than 10 movies and spin offs have been made, but why stop there? Enter: F9. The latest depiction of Vin Diesel and his fast car driving crew who seem to be involved in saving the world. The film comes across as an incoherent tale of scenes and people where any connection or story is haphazard. But who cares, they must have had so much fun making it. By now, it has garnered almost half a billion in box office, and only out for one week yet. It’s all about timing.

Timing is everything, whether it is launching of a new platform where you want to ride the wave of iconic culture, or a new ad, or even a new service by your company. It hangs on so many variables. You do not want to be too early or too late to the party, you need to be there at the exact moment to make a grand entrance. Malcolm Gladwell talks about this topic in his book “The Outliers”, where he shows how most of the famous Silicon Valley guys all are born within a couple of years from each other. Older, and they would not have clicked in on the new wave of computer technology in the mid-70s, too young, well, then they just would not have seen it as the next big thing.

Within the walls of your organization, it basically is all about timing. The art of lining up your stakeholders for your project is essential. Too early, they might shoot it down; too late, they might get their egos bruised and shoot it down as well. There is a juxtaposition between creating urgency and not picking up enough pace. Problem is, there is no manual for this. Organizational sensitivity is a great container subject matter but does require choreographed corporate dancing skills. It does start with you though, that I am sure of. Aligning people, moving them to start that movement, that is your key job. Also goes for working with agencies. How do you involve them in the right way, excite them so that they rush to their desks to create you the campaigns you are longing for? And then launch that idea you came up with months earlier, excite people, build business, win awards. Wish you had that magic globe now, right?

Personally, I’m eager to see how the timing of a Sunday published blog pans out.