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There’s an email waiting for you from the boss: “Hey, check out what [COMPETITOR] just did. It’s really nice. Can we do something like this?” Who knows if the competitor’s campaign performed well. It looked nice to the boss and it’s now a new task on your to-do list. Too often in marketing, we operate in “fear of missing out” (FOMO) mode. It’s not just the boss. When our competitors are the first to experiment with infographics, YouTube videos, SlideShares and heck, even TikTok, we feel pressure to respond. Quick! Let’s do what the competition is doing. Forget strategy! Time is of the essence.

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