Our culture leans toward the idea that we should intervene and that our results should be visible. To manipulate and control without really questioning why we are doing what we do. Much of the time, I have found you only need to fix things if they have been put out of kilter in the first place.

As in gardening, so in marketing.

The easiest way to prove you’re working is to do stuff. Pull levers, twist knobs, change settings, etc. But campaigns and messages take time.

Don’t change things for the sake of looking busy.

Algorithms as plants.