Interesting diagnosis:
The operation was a success.
Sadly, the patient died.
A familiar scenario in marketing, advertising, social media, technology and artificial intelligence.
When the process overwhelms and supersedes the outcome, there is a striking need for re-evaluation and recalibration.
Creativity, originality and efficiency count for little if the output fails to deliver benefits and advantages to the entity, clients, customers or associates.
Professional, association, and sector awards are in a similar vein. That which wins accolades does not necessarily ensure financial rewards. Hence, the attention-grabbing headlines often do not align with the much-desired bottom line, profits.
Entities can do without awards. They can’t do without demand, transactions, revenues and profits. Awards, citations and laurels are simply footnotes.
Online “hits” are often exceeded by online “misses”. Often, conversion rates are not monitored, measured, and celebrated.
Doing things, attracting attention, and peer acknowledgment are not bankable.
Key performance indicators need to focus on tangible outputs. Given the current emphasis on simplicity, the fewer measures the better. The art is in the selection of measures. Many KPIs are contextual and relative. Absolute is typically concrete, unimpeachable and imperative.
On the scoreboard of commerce, look to the bottom right-hand corner. It details the net returns, profitability, capital reserves and returns on investment.
To the fore emerges purpose.
Brand-building can be the initial phase in the pathway to increased consumer/client interest, demand, transactions and profits. The means should never dominate, determine or define ends.
Adornments can be displayed and promoted, but seldom monetised.
What matters most?
Profitability, competitive advantage, sustainability and longevity. The patient … company, brand, product, service and application need to survive before they thrive.
Barry Urquhart
Market Strategist
Marketing Focus
M: 041 983 5555
E: [email protected]
W: www.marketingfocus.net.au
COMMENTARY: UNBRIDLED OBSESSION
There are no half measures in striving for and attaining service excellence.
Encourage, endorse, promote and reward obsession in service. Everyone’s a winner.
OBSERVE. OPINION. OPINE. LIKE. SHARE.
By: Barry Urquart – © 2026.
Read Time: 2 minutes.
