“Marketing-driven” sounds attractive. But then so does “market-driven”. And if you ask a project manager or accountant how they think the company should be driven, they’d say “project-driven” or “profit-driven”. Talk about blind-siding silos! So consider this: is “driven” about activity, or about direction? If you’re driven, you might speed down the highway with an unknown or misdirected destination and accomplish nothing. So it is, all too often, with “driven” as a mantra.
Driven implies a focus on activity without perhaps thinking through the long-term implications, lacking strategic direction and balance. When Marketing finds itself on a never-ending treadmill of tasks, or as a one-trick pony serving a single stakeholder … Read more →