We’re living in an era obsessed with overachievement.
Tech billionaires tout themselves as the sole architects of progress, preaching the virtues of moving fast and breaking things. Eager to emulate this mindset, companies chase disruption at all costs.
But here’s the irony: Marketing teams have spent the last decade moving fast and breaking things, only to find themselves stuck in an endless cycle of fixing. Fixing broken analytics. Fixing disconnected martech stacks. Fixing fractured messaging. Nothing is ever complete enough to set a new standard.
Somewhere along the way, teams have lost the value of the humble process of setting a process.
Comedian David Mitchell once offered this funny observation on the British game show Would I Lie To You?:
Cover image by Joseph Kalinowski/Content Marketing Institute
