A huge impediment to effective and ultimately successful marketing is our obsession with the tools, especially the new and shiny ones.
My father was a very keen golfer who practised and sweated for years to get his handicap down to 20. One of his mates was a very good golfer, could easily do a round within 5 strokes of par with Dads clubs.
Same tools, different user.
Marketing tools are no different.
While every tool has its limitations, you would not use a sand wedge off a tee except perhaps on a very short uphill par 3, the skill of the user also has a profound impact on the outcome.
A tool is just an item that gives you leverage, able to do more with less, how much more depends on the skill of the user.
Every business uses a range of tools to deliver leverage, it is the means by which they scale. However, just having the tools deployed and at your disposal is nowhere near enough. The winners are those who extract the most value from them.
