Things That Only Happen Every Four Years

Posted by Michael Hurczyn on February 29, 2016

In Website Redesign

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It's only fitting that on February 29, we explore why some events only happen every four years. 

A Leap Year 

The simple explanation:  The calendar is actual 365.25 days, so every 4 years we add a day to February to keep the calendar aligned with the earth's rotation around the sun.  

The technical explanation:  from Wikipedia - A leap year (also known as an intercalary year or a bissextile year) is a year containing one additional day (or, in the case of lunisolar calendars, a month) added to keep the calendar year synchronized with the astronomical or seasonal year.

The Olympics

The simple explanation:  It's a lot of work to find a venue and organize all of the athletes and supporting staff, and coordinate events.   They need 4 years to plan.  

The technical explanation:  from GoogleTo respect the ancient origins of the Olympic Games, which were held every four years at Olympia. The four-year interval between the Ancient Games editions was named an “Olympiad”, and was used for dating purposes at the time: time was counted in Olympiads rather than years.

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The World Cup

The simple explanation: Like the Olympics, it's a lot of work to find a venue and organize all of the athletes from 32 countries and supporting staff, and coordinate matches.   They need 4 years to plan.  

The technical explanation: from Stackexchange - Regarding other big competitions like FIFA WC and similar, they face the same problems. Stadiums are expensive and every country organizing such a competition must build them. Please note that the host is known much earlier and the city/country has much more time to prepare - typically 2 or 3 cycles - 8-12 years.

So that's the first reason.

Also, there is a problem with other major competitions not to overlap. If, for instance, Olympics are held every 4 years and FIFA WC every 3 years, then every 12 years both competitions would be held at the same time.

That would be a great problem because the athletes would not be available for both competitions, TV could not follow both etc.

So the second reason is also of practical nature.

Your Website Redesign?

The simple explanation:  You are busy working running a business.  You invested a whole bunch of time and money into building the website to do exactly what you wanted and now we need to see how it plays out.  There are bills that need to be paid, it's not top priority to update the website.  "It's not really doing that much for us anyway."

The technical explanation:  After all of the time, money and resources you’ve put into your website redesign, how do you (or the agency you’ve hired) know that what you’re finally launching is the best possible performing website? The answer is you can’t, it’s impossible. All you can do is look through all your usage data, perform some user research and formulate a hypothesis of what you believe to be a high-performing website. Then this hypothesis is launched and never validated to see whether what we thought was in-fact correct. We’ve all heard of these horror stories of a website being launched and then the website’s performance tanking for one reason or another. After launch, a website typically sits with no major updates for 1.5 to 2 to 4 (or more, you know who you are) years. Whatever the excuse is; “No Time,” “Spent all our budget,” “Other Focuses,” etc... We let our website, our #1 marketing asset and best salesperson, sit relatively unchanged for years. This is clearly not an ideal way to maximize website performance, yet businesses continue to do it. Yes, there may be some small updates or improvements, along with adding blogs or landing pages to the site, but the core and vast majority of the site remains untouched.

Your website should not be on this list. There are very tangible reasons why it's a bad idea to build a website and let it sit.  I talk to business owners on a weekly basis that have revenues that I dream of having, but their business is slipping and they are not sure why.  Almost every single one built their business before having a functioning and optimized website was essential to growing a business.  They were able to grow using pre-internet methods, but are finding it tough to compete with new companies, and are not finding it as easy to get new leads.  

So, what's the answer?  Could it be Growth-Driven Design?

Are you ready to grow?

 

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