Execution and creation

Create and execute - execute and create. One without the other is THE problem with marketing and communications - always has been and always will be.

Creating copy, design or campaigns without putting them where the market can see and respond (or ignore) will lead to frustrated creatives.

Running campaigns without the delta of focused creative content is like every communications professor I’ve ever met - they know how to say things but they have nothing to say.

This is more than how marketers and creatives need each other so they should play nice.

No, this is about how we should not tolerate creatives with no sense of market execution.

And we should demand more of those who execute - more self-awareness.

Building the marketing story into the product, service or project, and not just marketing whatever writers or engineers create in isolation is a start.

So all you inventors, designers, writers - if you don’t have a marketing story, execution and market impulses IN your inventing, designing, and writing process - you’re the problem.

Create and execute are the same game.
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