The temptation in marketing is to try and do everything. In some ways, it’s easy… the pleasure that comes from being a hive of activity. The difficult thing is to figure out what the right things are to do, to know why they’re important, and to do them really well. Then once you’ve got them working, to maintain a focus on continuous improvement. In striving for continuous improvement you’ll get to the point where more activity can be added, and in doing so, knowing why that incremental activity moves the needle.
