Are you doing or developing?

If you're a marketing leader, it's time to ask yourself a crucial question: Are you doing, or are you developing?

I was just reflecting on my growth journey as a young Marketing Manager many years ago, as I was preparing for a key leadership presentation, I realised something unsettling. As I reviewed my deck, I noticed that 80 percent of it focused on what my team and I were doing, the tactical, day-to-day grind of meetings, campaigns, and project updates. Only about 20 percent of my presentation was dedicated to what we were building for the future: our people, our brand, and our long-term strategy.

That moment forced me to stop and ask myself a hard question: Was I leading to get things done, or was I leading to truly develop my team and the brands for the future?

It was a humbling realisation. I had been caught up in the whirlwind of doing. The meetings, the deliverables, the constant demands, had all become the focus of my leadership. And yes, we were hitting deadlines and producing results. But were we growing? Was I giving my team the opportunity to expand their skills and take ownership of their development? Was I pushing myself to think bigger about where the brand was heading?

Doing vs. developing - what’s the difference?

The difference between the two approaches lies in where you’re putting your focus and effort.

• Doing is about the here and now. It’s what fills your calendar with tactical meetings, campaigns, reports, and task lists. It's immediate, reactive, and necessary, but it’s not enough on its own.
• Developing, on the other hand, is about building for the future. It’s the work that shapes the long-term vision of your brand, empowers your people to grow, enhances your systems, and creates lasting structures. This is what makes your marketing strategy sustainable, scalable, and impactful over time.

Which one are you?

Take an honest look at your leadership approach. Are you more focused on managing today’s deliverables, or are you investing time in building your team’s capabilities and the future of your brand?

A ‘doing’ mindset means you're in a cycle of meeting today’s needs, often at the expense of strategic growth. While you may see some short-term wins, they’ll likely fade quickly. Your team might be highly productive but not necessarily growing in the right direction. You’re keeping the engine running, but are you fuelling it for the long journey ahead?

A ‘developing’ mindset means you’re laying the groundwork for sustainable success. You're building brands, growing your team, refining systems, and implementing strategic knowledge. You’re not just executing tactics, you’re crafting a vision that will drive long-term success.

How to shift from doing to developing

The good news? You can change. Here are a few key steps to help shift your focus from doing to developing:

1. Audit your time

Look at how you spend your time. If most of your hours are consumed by meetings, urgent tasks, and reactive problem-solving, it’s time for a shift. Dedicate a portion of your time each week to strategic thinking, coaching, and long-term planning.

2. Prioritise people development

Your team is your most valuable asset. Allocate time for one-on-one coaching sessions, provide individualised feedback, and set up opportunities for professional growth. When you invest in your people, you’re developing future leaders who will multiply your impact.

3. Think beyond tactics

Tactical execution is important, but it should never eclipse your strategic vision. Make sure your meetings and presentations reflect this by including discussions about the future, where your brand is heading, what systems need to evolve, and how your team is growing.

4. Embed a culture of continuous learning

Encourage a culture where everyone, from entry-level marketers to senior leaders, is constantly learning and growing. Introduce programs that promote innovation and knowledge-sharing. When development is at the core of your team’s culture, it creates a ripple effect of growth and innovation.

5. Measure what matters

Track metrics that go beyond short-term performance. Success isn’t just about this quarter’s campaign, it’s about your brand’s trajectory over the next 3, 5, or even 10 years. Measure how your people are developing, how your systems are evolving, and whether your strategy is adapting to market changes.

The payoff

The switch from doing to developing isn’t easy. It requires a mindset shift, an intentional approach to leadership, and the courage to take a step back from immediate results to focus on the bigger picture. But the payoff is worth it. Leaders who prioritise development build stronger brands, more capable teams, and sustainable systems that deliver lasting ROI.

If you need guidance and coaching to shift from doing to developing, please reach out !