UNPOPULAR OPINION: Don't catch the shiny red ball.

Everyone’s a marketer... until it’s time to execute their ideas.

I’ve been in marketing for nearly two decades, in various industries at companies ranging from startups to Fortune 500 giants. The only consistent truth I’ve found is that every employee has an opinion on how marketing can do a better job. From finance to people operations (and even sanitation, as shown in Flamin’ Hot), everyone seems to think they have the company’s next million-dollar idea.

Yes, some suggestions given to marketing teams turn into million-dollar ideas. But when this happens, it’s usually because either the marketing team or the employee making the recommendation researched the opportunity. The marketing team would also know if the idea had been tried before (or why it hadn’t) and even if it could work operationally.

For me, two questions separate the mountains from the molehills (or, in corporate jargon, the pursue vs. parking lot). I ask myself:

• Is this idea an incremental business opportunity to those articulated and socialized in my annual strategy?
• If not, would executing this idea help me to establish trust with customers and/or build market credibility?

I’m all for innovation, inspiration, and improvement! But let’s be honest: few groundbreaking ideas have been shared via a Microsoft Teams message or Sunday evening email. All too often, ideas that come this way are half-baked and inspired by a fast trend that will fizzle out in a few months.

Also, if I’m speaking honestly here, creating extra work for cross-functional teams is cruel and unfair, especially if the work resulted from “brainstorming” or “thinking out loud.”

If I haven’t:

• researched the idea,
• identified the size of the prize, and?
• read the other team’s annual strategy

I will NOT suggest to another cross-functional team how they could improve. I’m all for being helpful to a team member, but only if I know I can help with what’s already on your plate.

In corporate environments with “no bad ideas,” as a marketer, it’s easy to have dozens of shiny red balls thrown your way. That’s why it’s crucial to use data and research to foster innovation, avoid getting sidetracked, and not catch the shiny red ball.