I gasped when the pilot announced over the intercom, “Let’s try something new!”

Just as we were taking off.

Please, don’t.

Would you trust a surgeon who on a whim decided that he wanted to try something new for your operation?

How about a mechanic working on your car saying “Hmm, I wonder what happens if I unscrew that thing?”

So why would you let a marketer do that with your business?

Which analogy do you think is stronger for teaching the checklists behind digital marketing- the doctor, mechanic, pilot, or chef?

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