The main constraint in marketing isn't tools - it's time (and making the right decisions)

“We don't really lack tools anymore. We lack time.”

Hard to argue with. If you step back and look at marketing today, most of the barriers that once limited what was possible have fallen away. There are more platforms, more tools, more ways to execute than ever before. In theory, that should make things easier.

In practice, it often does the opposite.

Because every new option creates a decision. Should we do this? Try that? Double down here or shift focus there? Multiply that across a business and you end up with something we don't talk about enough: decision load. Not a lack of options - an excess of them.

It reminds me of a blacksmith's workshop. Tools everywhere, but only a few that actually matter at any given moment.

The real advantage isn't doing more - it's getting to the right path sooner.

Read my full thoughts over on Substack

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