Reading: Marketing in the era of Accountability (Click Here to get full doc)

“Marketers pay too much attention to intermediate attitudinal measures and too little to business and behavioral outcomes. Although brand health (sometimes referred to as brand equity) is an important stepping stone to business success, it is not an end in itself.”

My hypothetical stretch is that we can increase the probability of a team focusing on outcome as a measure of learning or success when the team embraces hard work as a mantra. Hard work to allow focus and clarity on what’s most important and why, hard work that allows discipline/focus on being intentional to learn and inform the unknown, hard work that breeds more hard work. I could be wrong but it feels that way to me.

I digress. There are few things I’ve found most helpful in being outcome driven:

1. We wake up in the morning with clarity on ‘why’
2. We become more open minded on ‘how’.
   1. We acknowledge we can scenario plan the best we can, and accept that we will pivot based on what we learn is truly contributing to the outcome.
   2. We embrace experimentation to refine ‘how’ and ‘what’ we do
3. We are more laser focused on ‘who’ is most relevant for the outcome we seek. I realize I seek out people I would’ve never thought I needed 
4. And I believe we grow our self awareness muscles.

I’ve found being attitudinal focused slows everything above down or breeds myths of what truly drives the outcome we seek. #foreverlearning