Go Slow to Go Fast: What does ice-skating to have to do with marketing?

I learned a valuable business reminder on an ice rink in Chicago this time last year. I decided to join a friend of mine who is another business owner on the ice. Of course, my first 15 minutes I looked like a baby deer trying to get its footing.

But eased into it—finding balance, and eventually, I was gliding along with some level of confidence.

That day stuck with me because it's how great work happens over time. Rush the launch, skip the groundwork, force the pace... and you end up with rework, burnout, or outright failure.

Instead, start deliberate: nail the foundation, take measured steps, let momentum build. It feels slower at the start, but you get farther, faster, in the end.

This isn't just feel-good advice. There's real world lessons here.

When Rushing Blew Up: New Coke (1985) (Why ruin a good thing?)

Coca-Cola rushed "New Coke" to market, replacing the original entirely. Backlash was immediate: protests, hoarding of old Coke, thousands of angry calls. Coke backpedaled in months, reintroducing "Coca-Cola Classic." The haste cost millions and damaged trust temporarily.

Source: Coca-Cola Company History; Harvard Business School Case Study

When Going Slow Won Big: Dove's Campaign for Real Beauty (2004–Ongoing)

Dove spent years on global research, revealing that only 2% of women saw themselves as beautiful. Then, deliberately, they launched with unretouched images of real women—diverse ages, sizes, shapes. It evolved slowly: billboards, videos, self-esteem programs. No quick viral stunt; consistent messaging over decades.

Results: Billions in earned media, sales growth, and a cultural shift in beauty standards.

Source: Dove/Unilever Reports; Wikipedia Campaign History

The Paradox of Friction: Patagonia’s "Don't Buy This Jacket" (2011) In an industry obsessed with "fast fashion" and impulse buys, Patagonia hit the brakes. On Black Friday, they ran a full-page ad asking customers to stop and consider the environmental cost before purchasing. By intentionally slowing down the transaction, they accelerated the relationship. That moment of pause didn't kill the sale; it built an unshakeable trust that drove a 30% revenue increase that year. They sacrificed the quick buck to secure the long-term customer.

Source: Patagonia Case Studies

Check out my original LinkedIn post here and watch me struggle to stay up-right.

The ice skating lesson becomes a reminder: if something goes wrong, it's often because the pace was too fast too soon. The solution is rarely more speed. It's usually better footing.

Slow down. Find balance. Then move.