In a room crunching numbers. Not even real ones, but just projections.

Why not spending time to make those numbers happen?

Talking about numbers saying: “in theory” or “I believe”…, you don’t know what will happen.

But here’s a thing: work with your team, closely, to make those numbers happen. Most numbers depends on motivation of the teams, on what you’re telling with your brand to the outside world. You can do whatever meeting you want, but those numbers are not coming up because you wrote them in an excel file.

Do you want me to say “yeah, we’re gonna reach them?”. Sure I can. No problem. But I would prefer to discuss what we can do to do better with our brand and our team, which kind of story we can tell, the truth behind the brand, rather than just “it’s gonna happen because we put billions on marketing”.

Marketing for the masses, false, detached, not supported by a great product beyond the ad. Worst thing ever.

Make the brand better, every day, not a number in a cell in an excel file. If I don’t reach them, what’s gonna happen? you fire me ?

Good, the problem is not solved anyway. Because if you think that the teams are responsible for numbers going down, why not working directly to make the teams work better?

It’s more simple to fire someone than fail with them and make a better thing next time, right?

Work for the brand with the teams, closely, with your customers and people looking at your brand for the first time (or 100th).

Being in a dark and stinky room making hypothesis. most of the time is not gonna help.