If you've ever been on a movie set while they are shooting, it's thrilling. Lots of yelling beforehand, lights, trucks, bullhorns, tension. It is exciting to make something, and that excitement is palpable.
Notice, I didn't say being on a "good movie" set is exciting. Because on a movie set, you have no idea if the film will be good or bad. Think of the worst movie you've seen recently - I guarantee that while the film was shooting, people felt like they were making Oscar-worthy material. Creation is such a rush that it overwhelms other senses and makes you high. And when you're high, everything is awesome.
Business projects are like movies. While you are pushing to launch, or driving to close the deal, or re-branding your website - while it's happening it feels amazing. You can even start to believe that because it feels so good, the results will be good. People will love the new site design and flock to your business in record numbers. The client will give you a standing ovation after your sales pitch.
But there are bad movies. And there are failed redesigns. And lord knows there are bad sales pitches. If you can't trust the feeling of doing, what can you trust? In film they say it's the script. If the script is good and you stick to the spirit of the script, the film will be good. Business doesn't always have a script, but I think it does have a goal, or a clear vision. If you're launching your website and your goal is to delight customers, are you sticking to that goal at all costs? If you are pitching a client on a new service, have you internalized the client's needs so that you understand them better than the client?
All new ventures start with an idea. That idea is the real creation - the something new. Keeping that initial spark or vision at the forefront of all decisions, big or small...I think that's the best guarantee that the result will be as good as the creation process feels.