💥 optimise for impact, not immediacy

Yooooo,

Distinguishing between symptoms and causes is a big part of being a planner.

Lack of sales, declining brand trust, terrible NPS… these are symptoms at best.

The cause is the real meaty stuff, the reason why those things have come to happen.

In marketing strategy, it may come down to one of the 4 Ps.

In comms, it often has a lot to do with particular …