Breathing is execution-dependent

I was listening to "Marketplace" on NPR (something I don't often do) and happened to catch an excellent, excellent interview with Netflix's Chief Content Officer*, Ted Sarandos. A great interview for anyone who is even the slightest bit interested in TV.

In the course of the interview he said something that applied to any creative field. In fact, I think it could be the the first rule anyone leans about executing ideas:

"I always love that phrase 'Oh, this is a good idea but it's execution dependent. As if anything in life is not execution dependent. Breathing is execution-dependent."

It's something that agency people and clients should be cognizant of. Much as a bad idea can be made decent through great execution--not that decent is the goal--a great idea will go rotten if it's executed incorrectly. As John Hegarty says, "Advertising is 80% idea. 80% execution." So the old 'execution-dependent' saying can sometimes act as a shield when an idea is a little thin. But it's not like making anything is ever going to be a breeze.

The piece also gave me an appreciation for big data (which makes me just about the last person to jump on THAT bandwagon). One of the ways Netflix knows a show will be successful is because they have so much data about their viewer's tastes. And the people equipped to interpret that data. Because their entire business is built upon helping you figure out what you want to watch.

So Netflix's whole process comes down to audience matching. Meaning Netflix can focus on picking and investing in a few good shows, rather than the scattershot method most networks use. Their only concern is helping those creators make the best product.

If Ted Sarandos is indicative of the other people at Netflix that's a very, very good thing.He also actually enjoys watching,  unlike what I've heard about most TV execs, which means he's a fan looking for the next show he's going to fall in love with. And it shows.

I've embedded the story below if you want to listen. Or if you prefer reading you can do that over on the Marketplace site.

*A title that's usually nonsense but, in his case, totally deserved. I mean have you SEEN House of Cards?