Stop Marketing Performance

Not marketing performance is a very hard concept for the industry to grasp. Some people just can't get there, regardless of the logic. And the logic is hard to refute.

I want to let that sit out there for a bit and let the chorus of "buts" die down. When I confront the industry with this logic, the discomfort is palpable. I am not joking. People get verbally abusive, walk out of rooms, go red in the face, etc. I understand. I also get mad when I have invested a great deal of time in a given position, only to find out that I am wrong. People within the industry have spent 30 years convincing themselves that performance is all that matters. Shifting away from that is going to be tough.