I have 25 pens on my desk. I just spent 15 minutes testing them all, one by one, on the back of a discarded invoice. It is a ritual of procrastination, but also a search for something that works as intended. Some are blue, some are black, and at least 5 of them are just empty plastic shells I keep for reasons I cannot adequately explain to my therapist. They feel comfortable in the hand, even if they leave no mark on the page. We do this in marketing, too. We keep tools and strategies that are bone-dry, clicking the retractable tops over and over, hoping that this time, a trace of ink will appear. We are obsessed with the idea that if we hold the pen correctly, the story will write itself according to our outline.
I was sitting in a glass-walled conference room recently, watching a marketing manager named Sarah walk through a flowchart that looked like a map of the London Underground if it had been designed by a paranoid spider. There were 45 distinct nodes. Each one represented a ‘customer state.’ If the lead opened the email but didn’t click, they went to Path B. If they clicked but didn’t book a demo, they were hit with a retargeting ad 35 hours later. It was a masterpiece of logical engineering. Sarah was proud of it, and she should have been. It had taken 15 weeks to
