Ready. Aim. Fire. These words weren’t chosen by accident to describe the process of acquiring and attacking a target. There is an order to creating success. When one goes out of order, it’s normally to get to the firing portion as quickly as possible. In general parlance, we call this “trigger-happy.”
Effective marketing isn’t, and will never be, driven by the commercials we see on the consumer end of marketing campaigns.
Creative execution is almost always the best part — it’s the part we show off to our friends, coworkers and competitors — but it’s not the driving force. The driving force is strategy.