Insight 60 · Growth & Innovation
Why “Best Practices" Can Only Lead to “Average at Best”
Most B2B campaigns look different on the surface, but underneath they’re built from the same template. This article exposes how marketing became a campaign factory.
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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