Wednesday, July 22, 2015

Blow up the process

Processes are awesome. They allow our organizations to do things in organized, expected, repeatable ways. They take the mystery out of how we get from point A to point B. With a process, we can know how to fix a problem on the line, which trainings we have to take before we can get promoted, how to get an agency to give us a new idea.

The problem with processes, though, is that they force us to do things in organized, expected, repeatable ways. They produce the millionth line extension. They allow mediocre employees to rise through the ranks. They encourage agencies to recycle the same idea over and over because it delivers on the brief - whatever the brief may be.

A good brand marketer has a healthy respect for the process - heck, even acts as the champion of the process. But, she's also brave enough to go in guns a blazin' and blow a process up when the time arises.

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