I’ve shared this idea a couple of times before, but it still seems so relevant:
Just because a message is sent doesn’t mean it’s been received.
Just because it’s been received doesn’t mean it’s been understood.
Just because it’s been understood doesn’t mean it will affect behavior.
Just because it affects behavior doesn’t mean it will affect it in the way we had hoped.
And now I’ll add, you must also get your leadership team to understand that, accept it and still believe in marketing and communications to invest adequately.
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