Failure is not an option, it's required.
Your next big campaign is 1 failure away
One of the biggest mistakes I see CEO's make when it comes to marketing:
Having a super low tolerance for failure but also expecting the marketing team to be innovative.
I hear it almost on a weekly basis - “ I don’t think our marketing team is doing anything innovative”.
And when you dig in with the marketing team, you hear stories about the CEO micromanaging projects and being angry at every campaign that failed.
Some of this is on the marketing team for not doing proper expectation setting. But a lot of times it comes from the CEO having a super-low tolerance for what they perceive as failure.
A low tolerance for failure and innovative marketing simply do not go hand in hand. Behind every amazing campaign you see your competitors running, there are usually dozens if not hundreds of failed tests, big and small, along the way that led them to that point.
For a company to discover what works in Marketing, failure is required. Failure helps you get to the answer of what works quicker.
So instead of looking at every failed marketing campaign as a negative, you should be looking at it as a positive - you are one step closer to finding what actually works.
And once you change your perspective, something amazing happens - you end up with a marketing team that is willing to fail, wanting to try big things, and actually doing innovative work.
So do yourself a favor - go be a failure today.
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