The question may not be verbatim, but executives often ask us for solutions that are “New and different” in marketing in their sectors.
It typically emerges when performance appears to plateau or competitors seem to be advancing. While reasonable, the question rests on assumptions that can misdirect attention and resources if left unexamined.
Four Assumptions Behind the Question
- “We’ve already applied the fundamentals.” Core practices like segmentation, messaging, channel prioritization and measurement are often partially executed or inconsistently maintained.
- “I’m sure this new technique will grow our business.” Novelty is mistaken for leverage. Learning curves, capability gaps and limited benchmarks reduce probability of success.
- “Our Competitor is getting big gains from these newer techniques.” Performance gaps are usually explained by disciplined focus, proper sequencing and consistent execution.
- “We’re missing something…” Organizations often default to adding new initiatives instead of improving what already exists.
Why This Thinking Mis-allocates Effort
In many organizations, teams eagerly pursue new tools and technologies in hopes of gaining a competitive edge, yet the core drivers of performance often remain underdeveloped. As budgets and attention are divided across a growing number of initiatives, the impact of any single effort is diluted. Rather than bringing clarity, the expansion of measurement tools tends to add noise, making it harder to discern what’s truly driving outcomes. The result is increasing operational complexity that outpaces the value it delivers, leaving teams with a cycle of diminishing returns that can quietly undermine strategic progress.
4 Things That High-Performing Competitors Do Differently
It’s not necessary to scramble to keep up with trends. Instead, take cues from your high-performing competitors who follow a playbook built on discipline, focus and strategic sequencing. Their success proves that advantage isn’t access to better tools; but rather how they apply what they already know with greater consistency and clarity. Here are four things they do differently… and that are proven in the results.
- Execute established methods consistently
- Focus narrowly on audiences most likely to respond now
- Sequence work properly: insight → strategy → execution → measurement
- Optimize before adding anything new
More Productive Diagnostic Questions
To take these tips even further, challenge your team to answer the following questions before and after executing a plan or campaign.
- “Where are we under-executing proven methods that competitors are applying with discipline?”
- “What would improve results more: adding something new or tightening execution?”
All that Glitters…
When business-unit and marketing leaders employ proven techniques and tools, rather than shifting sights over to the bright and shiny idea that may or may not yield desired results, it’s easier to measure performance and make reasonable adjustments. More importantly, you’ll have reliable information that can be acted upon with the sharpened tools already in your arsenal.
Deep down, seasoned leaders have known these fundamental truths:
- Assume under-optimization before absence
- Progress comes from doing fewer things better, not chasing novelty
- Innovation follows optimization, not the other way around
- Competitive advantage is more often reclaimed than discovered
When performance lags, the first step is not to look for something new, but to examine what is already in motion.