Do you expect perfect execution?

You alone cannot control the outcome of your plans. It’s filled with variables because others are involved. So don’t expect a perfect outcome. But you can put in perfect effort. You own perfect effort. That is your responsibility. When you take responsibility for perfect effort, perfect outcome doesn't matter.

The only thing that matters is personal perfect effort.

Do you own perfect effort?

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Who’s the chef?

In your organization, I would argue that it is your marketing manager. After all, she cooks all the ingredients put together to feed the market. Mise en place then doesn't just apply in the kitchen. It is applicable in your organization too. When the respective department does not supply the necessary ingredient to get the dish on the table, then no matter how good your chef is, she can’t do much.

Are your things in place?

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How much time?

As in how much time do senior people on the agency side spend on your business? If they invest senior headcounts on your business, who do you put on your end to discuss the big picture with them? Assuming you work with the right agency and the right amount of senior involvement you are happy with, what's next is - you need to make sure that the sparring partner on your side is on par. Otherwise, it is wasted time.

What level are your people at?

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What are we debating?

When someone says, “You have the right to your opinion and I have the right to mine” in a debate or discussion what that person has done is change the discussion to one about “rights.” It is no longer about the topic at hand which is being discussed or debated.

Don’t let that happen.

Of course everyone has their opinion, that’s the reason for the discussion. We debate to arrive at a better solution based on the merits of each one’s opinion. Let’s get that done, and then we can discuss about the “rights” of one’s opinion.

They are separate issues. Stop intoxicating the debate.

What’s the crux of the matter?

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Who is right?

Sometimes when you get into a debate about marketing, some parties like to say, “Oh, there is no wrong or right in marketing.” If it was used to get out of a sticky political situation, perhaps that can be tolerated.

But a good organization should fertilize such discussions. Even if you believe there is no wrong or right in marketing, you have to believe that there is “better”. So, your job as a boss is to determine, amongst all these “no wrong or right” plans, which is a better plan. Go with that one. You can only decide on the better plan when you allow the merits of each plan to be debated and argued in a scholarly manner with intellectual thinking and a good dash of professional experience.

So, which is better?

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What's your size?

The size of your market share is more affected by the size of your marketing ambition and your marketing expertise than the size of your business.

How much do you want it?

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Do you overestimate success?

If you do not have 30 seconds to watch the above.  Here it is, 30 seconds read - "I've missed more than 9000 shots in my career. I've lost almost 300 games. 26 times, I've been trusted to take the game winning shot and missed. I've failed over and over and over again in my life. And that is why I succeed."

Do you underestimate failure?

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