Marketing decisions are driven by platform capabilities rather than business objectives.
When tools drive strategy instead of the other way around, execution becomes shallow and reporting gets shaped by platform defaults rather than business goals.
Jobs, WWDC 1997: "You've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to try to sell it."
• "We use this because we pay for it"
• Tool-first decisions
Owned — Website structured to fit CMS limitations instead of user flow.
Earned — Content topics driven by SEO tools alone.
Paid — Ad formats chosen because that's what the platform supports.
Analytics — Reporting shaped by tool defaults.
AI — Using AI features because they exist, not because they solve a problem.
• Define strategy first
• Choose tools to fit strategy or needs
