{"id":7076903,"date":"2026-10-05T13:06:21","date_gmt":"2026-10-05T13:06:21","guid":{"rendered":"https:\/\/fivemor.com\/?p=7076903"},"modified":"2026-10-05T13:06:21","modified_gmt":"2026-10-05T13:06:21","slug":"why-some-consulting-firms-over-optimize-their-marketing-and-still-go-nowhere","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7076903","title":{"rendered":"Why Some Consulting Firms Over-Optimize Their Marketing (And Still Go Nowhere)"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"wp-block-paragraph\">There\u2019s a quote attributed to John Maynard Keynes:<\/p>\n<p class=\"wp-block-paragraph\"><em>\u201cIt is better to be roughly right than precisely wrong.\u201d<\/em><\/p>\n<p class=\"wp-block-paragraph\">I see how this plays out in the way consulting firms approach marketing.<\/p>\n<p class=\"wp-block-paragraph\">There are two types of firms:<\/p>\n<p class=\"wp-block-paragraph\"><strong>Directionally right<\/strong> and <strong>precisely wrong<\/strong> ones.<\/p>\n<p class=\"wp-block-paragraph\">What drives precisely wrong firms is their need for certainty.<\/p>\n<p class=\"wp-block-paragraph\">Uncertainty is scary.<\/p>\n<p class=\"wp-block-paragraph\">But business and marketing are uncertain domains by their nature.<\/p>\n<p class=\"wp-block-paragraph\">That\u2019s why their executives cling to some beliefs and playbooks.<\/p>\n<p class=\"wp-block-paragraph\">And they over-optimize for unimportant things.<\/p>\n<p class=\"wp-block-paragraph\">So they get the <em>illusion<\/em> of certainty.<\/p>\n<p class=\"wp-block-paragraph\">But it makes them precisely wrong.<\/p>\n<p class=\"wp-block-paragraph\">On the other side, you have <strong>directionally right<\/strong> firms.<\/p>\n<p class=\"wp-block-paragraph\">They know one thing:<\/p>\n<p class=\"wp-block-paragraph\">As long as they get the big things right, the rest will take care of itself.<\/p>\n<p class=\"wp-block-paragraph\">Even if some details are not optimized.<\/p>\n<p class=\"wp-block-paragraph\">That\u2019s why they are never fixated on certain tactics.<\/p>\n<p class=\"wp-block-paragraph\">They are comfortable with short-term uncertainty.<\/p>\n<p class=\"wp-block-paragraph\">And directionally right firms <strong>always<\/strong> win in the long term.<\/p>\n<p class=\"wp-block-paragraph\">What exactly makes a firm one or the other?<\/p>\n<p class=\"wp-block-paragraph\">Hundreds of decisions in their firms, shaped by the beliefs of their executive teams.<\/p>\n<p class=\"wp-block-paragraph\">You can even call it <em>culture<\/em>.<\/p>\n<p class=\"wp-block-paragraph\">It manifests in three major ways:<\/p>\n<h2 class=\"wp-block-heading\">1. Optimizing for strategy vs. over-optimizing for tactics<\/h2>\n<p class=\"wp-block-paragraph\">Directionally right firms know the \u201cdirection\u201d they choose matters the most.<\/p>\n<p class=\"wp-block-paragraph\">Many directions can work, and there are many ways to get to each.<\/p>\n<p class=\"wp-block-paragraph\">But they have to make a choice.<\/p>\n<p class=\"wp-block-paragraph\">In concrete terms, they have to decide on:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWhat\u2019s the ideal client profile we want to serve to grow further?\u201d<\/li>\n<li>\u201cWhat services should we provide to them?\u201d<\/li>\n<li>\u201cWhat problems and outcomes will we message on?\u201d<\/li>\n<li>\u201cWhat will our pricing level and model be?\u201d<\/li>\n<li>\u201cWhat\u2019s our funnel to reach new prospects consistently and stay top of mind?\u201d<\/li>\n<li>\u201cWhat three key metrics should we track to know everything is working?\u201d<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">And making a choice on these means cutting out all the other options.<\/p>\n<p class=\"wp-block-paragraph\">It feels <em>limiting<\/em> at first.<\/p>\n<p class=\"wp-block-paragraph\">But it liberates the firm from a thousand other decisions.<\/p>\n<p class=\"wp-block-paragraph\">So they can get where they want to go without any distractions.<\/p>\n<p class=\"wp-block-paragraph\">Precisely wrong firms do <strong>the opposite<\/strong>.<\/p>\n<p class=\"wp-block-paragraph\">They avoid the big decisions because they are scary.<\/p>\n<p class=\"wp-block-paragraph\">And they choose the illusory safety of over-optimizing for tactics:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cShould we launch a podcast, try TikTok, or run ChatGPT ads?\u201d<\/li>\n<li>\u201cHow should we write our hooks to get more engagement?\u201d<\/li>\n<li>\u201cHow many posts should we publish a week?\u201d<\/li>\n<li>\u201cWhat marketing \u2018workflows\u2019 can we automate using AI agents?\u201d<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">So even though they might get results here and there, the firm doesn\u2019t get anywhere.<\/p>\n<p class=\"wp-block-paragraph\">Because they were lost from the beginning.<\/p>\n<h2 class=\"wp-block-heading\">2. Optimizing for return vs. over-optimizing for cost reduction<\/h2>\n<p class=\"wp-block-paragraph\">Directionally right firms are focused on value.<\/p>\n<p class=\"wp-block-paragraph\">They know cost is relative.<\/p>\n<p class=\"wp-block-paragraph\">What matters is <strong>what<\/strong> <strong>you get back<\/strong> from every invested dollar.<\/p>\n<p class=\"wp-block-paragraph\">That\u2019s why they are not afraid to experiment.<\/p>\n<p class=\"wp-block-paragraph\">And when they find winning channels, campaigns, or methods, they double down to capture more value.<\/p>\n<p class=\"wp-block-paragraph\">But precisely wrong firms see everything as a <em>cost<\/em>.<\/p>\n<p class=\"wp-block-paragraph\">They compare channels by cost per lead and pick the cheapest.<\/p>\n<p class=\"wp-block-paragraph\">Or they avoid channels if their entry cost seems high.<\/p>\n<p class=\"wp-block-paragraph\">They are also afraid of experimentation, since they associate it with <em>losing<\/em>.<\/p>\n<p class=\"wp-block-paragraph\">This makes them timid.<\/p>\n<p class=\"wp-block-paragraph\">Sometimes they even break what\u2019s already working for the sake of reducing costs.<\/p>\n<p class=\"wp-block-paragraph\">A few months later, they wonder where all the pipeline went.<\/p>\n<p class=\"wp-block-paragraph\">In the end, they keep their budgets safe while staying stuck for years.<\/p>\n<h2 class=\"wp-block-heading\">3. Optimizing for long term vs. over-optimizing for short term<\/h2>\n<p class=\"wp-block-paragraph\">Directionally right firms play the game for the long term.<\/p>\n<p class=\"wp-block-paragraph\">So they are willing to take long-term actions that might have a slow start, but will bring the highest returns over time.<\/p>\n<p class=\"wp-block-paragraph\">Like doing <a href=\"https:\/\/fronterabrands.com\/seven-rules-of-thought-leadership-content\/\">thought leadership<\/a> and balancing <a href=\"https:\/\/fronterabrands.com\/pull-marketing\/\">pull<\/a> and <a href=\"https:\/\/fronterabrands.com\/push-marketing\/\">push<\/a> marketing.<\/p>\n<p class=\"wp-block-paragraph\">They also take an economic crisis, an underperforming campaign, or a new trend affecting their industry with grace.<\/p>\n<p class=\"wp-block-paragraph\">They question if their <strong>chosen direction<\/strong> is still right.<\/p>\n<p class=\"wp-block-paragraph\">And as long as they believe in it, they keep going while adapting with <em>minor<\/em> changes.<\/p>\n<p class=\"wp-block-paragraph\">They know there are ups and downs in the short term.<\/p>\n<p class=\"wp-block-paragraph\">But what matters is their progress in the long run.<\/p>\n<p class=\"wp-block-paragraph\">This allows them to not only be resilient, but even <strong>gain<\/strong> from these short-term fluctuations.<\/p>\n<p class=\"wp-block-paragraph\">Sometimes by learning from them.<\/p>\n<p class=\"wp-block-paragraph\">Sometimes by capturing a stronger position in the market.<\/p>\n<p class=\"wp-block-paragraph\">But precisely wrong firms are over-focused on <em>months<\/em> and <em>quarters<\/em>.<\/p>\n<p class=\"wp-block-paragraph\">They chase results today.<\/p>\n<p class=\"wp-block-paragraph\">So they take actions that might bring <em>some<\/em> immediate results, even if they damage their returns in the long run.<\/p>\n<p class=\"wp-block-paragraph\">Like <a href=\"https:\/\/fronterabrands.com\/how-b2b-buyers-buy-today\/\">annoying cold emails<\/a>, automated messages, or <a href=\"https:\/\/fronterabrands.com\/negativity-bias-in-marketing\/\">AI-generated content<\/a>.<\/p>\n<p class=\"wp-block-paragraph\">And as they don\u2019t have a clear direction, they make <strong>big changes<\/strong> with every fluctuation.<\/p>\n<p class=\"wp-block-paragraph\">They give up on channels if they don\u2019t get quick results.<\/p>\n<p class=\"wp-block-paragraph\">Or they jump on a trend if everybody else is doing the same.<\/p>\n<p class=\"wp-block-paragraph\">After all, if everybody is doing it, it must be <em>safe<\/em>.<\/p>\n<p class=\"wp-block-paragraph\">Yesterday sustainability, today AI, tomorrow something else.<\/p>\n<p class=\"wp-block-paragraph\">So they never build <a href=\"https:\/\/fronterabrands.com\/consulting-firm-authority\/\">authority<\/a> in the market.<\/p>\n<p class=\"wp-block-paragraph\">Because they don\u2019t stand for anything.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<p class=\"wp-block-paragraph\">The moral of the story?<\/p>\n<p class=\"wp-block-paragraph\">I don\u2019t know if the quote really belongs to Keynes.<\/p>\n<p class=\"wp-block-paragraph\">But I agree with it.<\/p>\n<p class=\"wp-block-paragraph\">It\u2019s better to be directionally right than precisely wrong.<\/p>\n<p class=\"wp-block-paragraph\">Precisely wrong firms choose the illusion of certainty, while sacrificing real results without knowing it.<\/p>\n<p class=\"wp-block-paragraph\">Directionally right firms choose real results by getting the big things right, even if it feels uncertain and risky.<\/p>\n<p class=\"wp-block-paragraph\">The good news is both are <em>states,<\/em> rather than fixed traits.<\/p>\n<p class=\"wp-block-paragraph\">Any firm can become directionally right.<\/p>\n<p class=\"wp-block-paragraph\">But only if their executives change their beliefs.<\/p>\n<p class=\"wp-block-paragraph\">\u2014<\/p>\n<p class=\"wp-block-paragraph\">Enjoyed this article?<\/p>\n<p class=\"wp-block-paragraph\">Then you\u2019ll love the <a href=\"https:\/\/fronterabrands.com\/newsletter\/\">How Consultancies Win<\/a> Newsletter.<\/p>\n<p class=\"wp-block-paragraph\">Get the <strong>\u201c7 Positioning Sins That Cost Consultancy Firms Millions\u201d<\/strong> guide when you join. It\u2019s free.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a quote attributed to John Maynard Keynes: \u201cIt is better to be roughly right than precisely wrong.\u201d I see how this plays out in the way consulting firms approach marketing. There are two types of firms: Directionally right and precisely wrong ones. What drives precisely wrong firms is their need for certainty. Uncertainty is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7076904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[141932,139380],"tags":[11268,10918,8402,237329],"dealstore":[],"offerexpiration":[],"class_list":["post-7076903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-consultancies-win","category-marketing-strategy","tag-consulting","tag-firms","tag-marketing","tag-overoptimize"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Some Consulting Firms Over-Optimize Their Marketing (And Still Go Nowhere) - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7076903\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Some Consulting Firms Over-Optimize Their Marketing (And Still Go Nowhere) - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"There\u2019s a quote attributed to John Maynard Keynes: \u201cIt is better to be roughly right than precisely wrong.\u201d I see how this plays out in the way consulting firms approach marketing. 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