Except the biggest one. The biggest one has never been in the room.
Part of the reason is that it appears on no budget. The bigger reason is that it wears the costume of a virtue. Collaboration is on the values wall, in the job descriptions, in every performance review. Question a $40,000 renewal and you look responsible. Question a recurring meeting and you look like someone who does not want to be a teammate. A cost that gets classified as a virtue never gets audited, and this one has been compounding behind that immunity for a decade.
Then somebody priced it. The Collaboration Tax report from Paciva, models the cost at about $13,500 per employee per year, built from findings like 275 interruptions landing on the average knowledge worker every day, five working weeks a year lost to switching …
Stop Forwarding Every Problem to Marketing
Two research firms measured marketing leadership this year and published findings that cannot both be good news. In January, Spencer Stuart released its twentieth annual study of chief marketing officers and ...
Name One Thing You Deleted Because of AI
Every technology that ever paid for itself removed something. The spreadsheet removed the ledger and the clerk who reconciled it by hand. Email removed the interoffice memo, the mail cart, and ...
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You Sound Just Like the Company You Are Trying to Beat
Stock photography has a specific look. Two people in a bright office, mid laugh, pointing at a laptop nobody is using. ...
You Are Not Data Driven. You Are Data Justified.
Answer this before you read another sentence. Name the last time data made your company do the opposite of what leadership ...
A crown made of paper only holds its shape indoors.
Play Bigger gave the business world a phrase it could not resist. Category King. Their research team tracked 35 companies and ...
Nobody Believes Your Case Study
Your last software purchase is the most honest focus group you will ever run. Walk back through it. A vendor sent ...
Product-Market Fit Does Not Exist. Market Timing Does.
Product-market fit is the most expensive lie in startups, and almost everyone repeats it. The story goes like this. You build, ...
You Are Buying Back Your Own Customers and Calling It Performance
In 2013, eBay did something almost no marketing team would volunteer for. They turned off their branded search ads and waited ...
Good Strategy Does Not Fail. It Gets Killed Before It Can Work.
Here is a question that splits a room of marketers faster than almost any other, and I want a real answer ...
1 in 7 Marketers Sees Strong ROI. The Other 6 Are Following Best Practices.
The entire marketing industry runs on a comforting lie: that there is a right way to do this, a set of ...
Personalization Was Supposed to Win Deals. It Is Killing Them.
Every marketing tool you pay for is selling you the same promise: personalize harder. One to one messaging at scale. Dynamic ...


