Unpopular Opinion: Digital Won’t Save You
I’ve spent most of my career building websites and digital tools. But the longer I work in strategy, the more I realize: starting with digital is often a mistake. Not because websites or platforms don’t work, but because we treat them as the default, even when the audience, budget, or business model says otherwise. Digital is seductive. It’s visible, measurable, and easy to justify. But when marketers lead with tactics instead of audience insight and business strategy, they build tools…
