the "marketing" role needs a redefinition.

today, it's about growth and distribution. but by prioritizing these, we're sidelining the creatives who understood the psychology and emotion behind products.

good marketing - especially for existing users - can be as impactful as a new feature. its about how we feel.

we need the Lee Clows and Ogilvys of the world.

totally agree! we actually did a small qualitative study this summer about how brand builders see the balance of metrics vs organic growth bc... i think we're seeing the old playbooks are waaaay out of touch. 

if you're curious, it's called "total vibes locked" on mirror 💁🏽‍♀️

Think the issue might be to not split these into (sometimes) different categories:

creative / strategy
growth / distribution

This.

People immediately dragged pointless & unecessary game theory we tried so hard to escape in the first place, nothing learnt in all this time again.

Completely agree.  Chasing numbers can reliably get you a local maximum of distribution.  To get to the global maximum you need to understand the emotion you are creating in your audience.