Insight 22 · Growth & Innovation
"Be More Strategic" Is the Most Useless Advice in Marketing
Most marketers think being strategic means connecting their work to revenue and learning the language. But that advice often keeps marketers trapped in execution mode.
The accountability test
Can the decision survive informed questions?
This idea asks leaders to move past activity, convention, and confident presentation. The test is what the claim changes, who can question it, and what evidence supports the decision.
In growth & innovation, accountability means making assumptions visible, naming an owner, and connecting the work to an outcome people can recognize. If the reasoning cannot be explained clearly, the system is not ready to scale.
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