The Rule of Three: Why You Can’t Have It All (and Why That’s a Good Thing)

You’ve probably seen this sign before — “We offer three kinds of services: Good, Cheap, Fast. But you can only pick two.” It’s a simple message that’s been hanging in workshops, creative studios, and offices for decades. But the truth behind it runs deeper than most people realize.

This little triangle — Good, Cheap, Fast — is more than a business cliché. It’s a principle that defines how work gets done, what clients value most, and where great brands draw their boundaries.

The Balancing Act

In marketing, leadership, and life, everything comes down to balance. You can create something good and cheap, but it probably won’t be fast. You can do it fast and good, but it won’t be cheap. And if you go for cheap and fast, well — you already know how that ends.

What this framework really says is: know what matters most and commit to it. For me, that’s quality and integrity. I’ve built my career around delivering meaningful, strategic work that lasts — not just quick wins that fade in a quarter. When you choose to value “good” over “cheap,” you’re choosing sustainability, reputation, and trust.

Why It Matters in Leadership

As a marketing and business development leader, I see this dynamic every day. Whether it’s developing a campaign for a healthcare center, building community partnerships, or advising a client on a new brand rollout, every project faces the same constraint: resources, time, or quality — pick your priorities.

Strong leadership isn’t about promising all three. It’s about having the clarity to say no when expectations are unrealistic — and the confidence to deliver excellence within the parameters you choose.

My Takeaway

The “Good, Cheap, Fast” rule reminds me that boundaries are not barriers — they’re structure. They give us a way to focus on what really drives results.

When I work with teams, clients, or partners, I always start by asking:

• What matters most for this project — speed, budget, or quality?

• What are we willing to compromise on to get the best outcome?

Because when everyone is clear on the trade-offs, you don’t just manage expectations — you exceed them.

In My Space

This is my philosophy that drives everything I do: strategy with purpose, execution with integrity, and growth built on trust. The goal isn’t to do everything. It’s to do the right things — and do them exceptionally well.

So next time you see that “Good, Cheap, Fast” sign, smile. It’s not just a warning. It’s wisdom.