Careening by The Family Knife
“Careening” wasn’t always a negative or dramatic word. Centuries ago, when ships at sea would need to repair or scrape their hull far from safe port, they would lean, or “careen,” their ship against a sandbar or beach to expose the sections that needed work.
To us, modern marketing takes a lot of careening. Making changes on the fly, reacting to political, economic, and cultural changes. Adapting to budget cuts and taking advantage of windfalls. There’s rarely a safe port where you can plan for the next year and assume things will go exactly as you hope.
The best marketing organizations don’t have any more time or budget than the organizations that struggle. They’ve just gotten better at careening—adapting, seizing opportunities, and improving every day.
This weekly newsletter contains weekly, practical advice on how marketing organizations can careen more effectively with the team and resources they already have.