Busy

If you tell others often that you are busy – and genuinely would prefer not to – understand two things.

First, delegating is not about telling others what to do, it is about trusting them with important problems to solve. It’s not about “I need this report by tomorrow” and all about “how and when do you plan to report on the findings?”.

Second, there is no one single thing that will dramatically impact the outcome if it is done today rather than tomorrow. Urgency is fake. Success is achieved by doing something consistently and over a long period of time. Big projects or tasks that pop up at the last minute in your calendar are not going to drive results.

Now go out and practice this.

Right

Search for the right job. Search for the right partner. Search for the right people. Search for the right customer. Search for the right team. Search for the right time. Search for the right opportunity.

And it turns out that “right” is determined by the work you put in.

So instead of searching for an ideal, build your own ideal from the ground up.

It takes awareness, relentlessness, and acceptance.

It is worth it.

Good and bad

The reason why I find this and this (and this) worth of my attention (and money), while I find this, this, and this (and this too) trite and unattractive, is not that the former are good and the latter are bad.

It’s that the former target a specific audience to which I apparently belong.

I don’t believe in good and bad marketing, but I do believe in effective and non-effective marketing. Know who you are selling to, know what you are selling, and make the match.

All the rest is non-effective.

Fraud

Perhaps thinking that 88% of digital ad clicks are fraudulent is an exaggeration. And perhaps it is true that digital ads are so cheap that at the end of the day ad fraud is not a big issue.

But at some point, as marketers, we will have to acknowledge the big hallucination we are living through.

Influencers can buy fake followers by the truckload — roughly 20% of them are fake. Approximately 40% of Donald Trump’s followers are likely bots. Social media platforms are rife with cats and bots: Facebook admits to shutting down billions of fake accounts on its platform every year. Even app store installs are fake. Bots/click-farmers download 1 in 5 iOS apps. On the Android platform it’s 1 in 4.

Scott Galloway, here

Might this be one of the reasons why CMO tenure is at the lowest in more than a decade?

And when is the last time you have had a digital ad ignite your buying process?