Process over tools

It’s easy to get sucked in by the latest tool, thinking it will solve a broken process.

In the 60’s, few would’ve imagined another way to advertise than through newspapers. It was the holy grail. If you weren’t there, you were nowhere.

Marketers and leaders still fall for it today. We make declarations like ‘everyone must advertise on Facebook, it’s the only way to reach your audience.’

The shiny new tool attempts to replace something more flawed in our business.

The reality is that if your team is comprised of good people, a solid process, and a remarkable product, your customers will do your advertising for you.

Smart people look beyond the latest tool and quickly see if can improve their process. Because that’s what technology is really for.

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