The Wanamaker Dilemma


John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” You can replace the word advertising with the words tactics or projects and the statement would still be true for most companies.

Answer: The tactics or projects that waste our time, money and resources are the ones that aren’t in support of a specific strategy. If you are engaged in a tactic looking for a strategy, you’re wasting your time and the company’s resources.

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