It’s tempting to follow the herd. Executives see peers launching podcasts, buying keywords or running TikTok ads and assume they should do the same. This “me too” approach is expensive.
First, it diverts resources from areas that genuinely need investment.
Second, it dilutes your strategy because you chase tactics without defining your own objectives.
Third, it confuses your audience when you show up everywhere with no distinct point of view.
The cost isn’t just financial; it erodes trust and makes measurement impossible. A disciplined leader asks: What is the business case for this channel? and How does it fit our narrative? If the answer is “because others are doing it,” stop.
The courage to say no to irrelevant trends is what preserves focus and, ultimately, profitability.
