Defend The idea or optimize the result?

Your ego whispers: "Defend the idea." Wisdom responds: "Optimize the result."

Your greatest competitor isn't another brand. It's your unwillingness to be wrong.

Every time you defend a marketing campaign to protect your ego, you sacrifice genuine learning. Every moment spent proving your point is a moment stolen from understanding your customer's true perspective.

Marketing isn't about being right. It's about being effective.

When you mistake your perception for reality, you build strategies on sand and deploy errant tactics in fog. Effective and helpful marketing demands humility, the courage to challenge your assumptions, the relentless testing of your assumptions, and the priority of outcome over pride.

The most successful marketers aren't those who are always right. They're those who are always learning in the service of making consistently good decisions rather than being forced into a decision by circumstances.