Stop Doing What Does Not Matter

We’ve perfected how to split work between brand, digital, analytics, and product, each with its own leader, metrics, and priorities. Coordination becomes everyone’s job and no one’s responsibility as we watch marketing grow more controllable but less coherent. Each function optimizes for its own goal: cost, compliance, efficiency, precision. Intentions are good, but the outcome is chaos. Teams fight over KPIs instead of serving the mission, and marketing starts measuring activity instead of impact. We know more, but understand less as we track everything except coherence.