The Illusion of Productivity: Avoiding Unnecessary Work

In the fast-paced world of marketing and communications where being prompt, agile and innovative drives success, it's easy to mistake complexity for intelligence, or proactiveness.

Curating intricate reports, excessive brainstorming sessions, lengthy annual / bi-annual plans, roadmaps or adding redundant approval processes can sometimes create the illusion of strategic depth and path, when in reality - they dilute the focus and slows the execution.

True leadership lies in identifying what moves the needle. It’s about ensuring every effort - whether it’s a content piece, media or strategic campaign or events / other branding initiative - aligns with clear business goals & delivers outcome rather than being a product of overthinking or the desire to sound insightful.

A high-functioning marketing & communications team thrives on clarity, not excess, so encouraging streamlined decision-making, focusing on impact-driven tasks, and eliminating unnecessary layers of work can significantly boost efficiency. The smartest strategies are often the simplest, the ones that drive real engagement, growth, and brand equity without unnecessary complexity.

That said, before you dive into a random online search for the “next big marketing idea” or watch something on the competition page that excited you and inadvertently decide to add extra work to your team - pause and reflect on:

1. Is this aligned with the business goals? Just because a competitor is doing it or an article suggests it as a "must-try" doesn't mean it fits your brand / marketing strategy
2. Has the team already explored this? Your marketing team likely operates with strategy and intent too. So, before suggesting a new campaign or content format, check if they’ve considered it and ruled it out or do you have anything similar that this idea could pivot and align with
3. What trade-offs will this require? Every new task takes time away from existing initiatives and needs legwork. Is this idea more impactful than what’s already in motion, or are you shifting focus? Are you willing to discontinue am idea without assessing its real value to hop on something that excited you?
4. Who is the real audience for this? An idea might sound exciting to you, but is it relevant to your target market, audience, or the audience in internal?
5. Are you looking for a real solution or just a marketing activity? Instead of chasing new trends, or deciding to do more, trust the marketing team’s expertise and work collaboratively on meaningful impact

After all, marketing & communication is all about resonance, connection and not redundancy!