Insight 60 · Growth & Innovation
Why “Best Practices" Can Only Lead to “Average at Best”
Many B2B campaigns rely on the same underlying template. This article explores how teams can move beyond default practices and build strategy around their customers, strengths, and evidence.
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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