In business, we want to build systems and processes that are repeatable and scalable as often as possible. Build. Tweak. Sell... Seems easy enough.

But strategic marketing isn’t that simple. Sure — there are standards, benchmarks, case studies, data — but at the end of the day, it’s about communication.

And everyone communicates differently.

I began to see the growing rift between companies disrupting and those being disrupted - and the growing need for compassion, authenticity and the pause.