Agencies often pitch exciting, ambitious "North Star" campaigns that get one department excited. However, these ideas frequently fail because the client's internal teams (e.g., digital, PR, comms) are siloed and not aligned. The agency sells a vision that other departments ultimately block, leading to an inability to deliver.

Companies develop generic, ineffective messaging when trying to appeal to everyone, including hypothetical future personas. Real differentiation is a strategic choice to narrow your focus and clearly define who your product is *not* for.

If everyone in the company instantly understands and agrees with your launch message, it might be too safe. A great launch reframes the market, which should provoke some initial internal skepticism. This indicates the message is bold enough to break through external noise.

External metrics like media coverage are not the only measure of success. A creative campaign that fails to land with the public or press can still be valuable if it excites and engages crucial internal stakeholders, such as the CEO, reinforcing their trust in your team's creativity.

Companies try to communicate too many benefits at once (security, ease of use, efficiency), creating a "mishmash buffet" that prospects can't digest. To provide focus and avoid messaging by committee, companies need a single, clear "flagship message" that guides all communication.

To stand out, marketers must take a sharp point of view. Autodesk's CMO advises creating "healthy tension" by opining on topics core to the brand's credibility. This avoids "toxic tension" from speaking on irrelevant issues, which leads to damaging blowback. Without tension, there is no greatness.

Your promotional content must be immediately understandable to a distracted audience. If a 'drunk grandma' couldn't grasp your offer, it's too complex. Simplicity sells better than a superior product with confusing marketing because 'when you confuse, you lose.'

A brand that tries to please everyone is memorable to no one. To build a truly strong brand, you must be willing to be disliked by some. Intentionally defining who your customer is *not* and creating polarizing content sharpens your identity, fostering a passionate community among those who love what you stand for.

Instead of operating within the confines of a marketing department, marketers should adopt the mindset of the CEO. This means focusing on how to change the customer's mind to achieve the company's ultimate goals, rather than getting bogged down in departmental tactics. This approach leads to more influential and strategic work.