We tend to think that big change requires brute force and large, broad strokes.
Sometimes, the bigger the change required, the more delicate the approach needs to be—the more finely attuned is the effort that will succeed.
It’s a bit like getting a sailing boat to go fast—fine adjustment is required—just the right amount of force on the controls—not too much, not too little—everything in balance; “in the groove” of the optimum.
Marketing is like that: Push too hard and you end up with less.
It’s very obvious sometimes that people in positions of authority apply too much force and end up with less result. They’re not matching their input to the natural dynamics of the system.
They’re not in the groove.
And nor is the system.
They need to be demanding, but not beyond the ability of the team to keep up, otherwise the result is, in fact, diminished rather than increased.