Agnosticism wins

Your aspiration is to not really care - that’s how much you care about getting things right so your marketing is successful.

Our opinion of what matters, what will work, and who will listen and pay attention doesn’t matter.

Be more than a channel agnostic (a common idea in integrated marketing). Be a marketing and branding agnostic.

We don’t get to choose what people think about us in isolation from our industry, our marketing channels, or even our spend.

We’re not that good, but the market is.

Our mission doesn’t matter as much as our audience’s mission.

So, that makes us seem purely pragmatic (and lacking principles). And we may have a lot of ideas and convictions but none of that matters if they don't work.

It means ‘I don’t know’ and ‘I don’t care’ are guiding principles (and anyone who tells you otherwise is just blowing smoke).

Be an agnostic, and that means you can be successful, agile, and a learner.

You can waste your hard-earned money on someone else to repeat industry best practices, jargon and cliches - they’ll take every dollar you have... and more... to preach last year’s best ideas.

You be an agnostic - and that’s will be your strength.