Good. Fast. Cheap. Where do you sit on this triangle?

There’s a triangle you need to know about Dian.

At each point:

GOOD. FAST. CHEAP.

You can only pick two

Want it fast and cheap?

It probably won’t be good. 

Think mass-produced, corner-cutting, quality compromised.

Want it good and cheap?

Don’t expect to get it fast. 

Quality takes time—think artisans, craftsmanship, thoughtful design.

Want it good and fast?

It won’t be cheap. 

You’ll need more people, better tools, express freight, and late nights.

I have no clue when I first heard about this triangle, but it made such an impact that I’ve remembered it for over a decade.

Often using it to design products and services, determine pricing, and validate if customers would be willing to pay, wait or sacrifice. 

I’ve even used it to justify purchasing things as a consumer in my own life. 

• Asking myself if I'm willing to wait for quality at the right price. I.e. asking a craftsperson to fit my job in around other commitments they have and being patient. 
• Pay more to get something quickly at high quality.
• Or even sacrifice quality for speed and cost if it wasn’t something important.

Whether you’re using this as a consumer or as a business, it’s not a limitation—it’s a decision-making tool. 

And inside your business, if you don’t choose, your customers will do it for you (usually by choosing a competitor who’s clearer about what they stand for).

Why does this matter?

Because a lot of businesses try to be everything to everyone.

And that’s how you end up being nothing to anyone.

The best brands know their spot on the triangle and own it.

• Apple - Good + Fast. Definitely not cheap.
• IKEA - Cheap + Fast. But you assemble it yourself.
• Our Artisan Bake At Home Range? Good + Convenient. But it’s not as cheap as other (dreadful) frozen food products.

   

I’m curious where you sit on this triangle?

And are you being honest about that with your customers?

I'll leave you to think about it.