Many strategists think that almost is enough. Instead of solving the relevancy challenge, they are hoping to reach the most people by spending more, communicating more, and marketing more. But spending more is not a prerequisite for gaining more.
Spending more and more on paid advertisements isn’t sustainable. Neither from a financial perspective nor a data perspective. That’s why the time has come when we as leaders consider new ways of reaching our target audience and escape the dependency trap set by these mammoths.