‘Set & Forget’ was the promise of the Industrial Economy – that if one was able to setup processes well enough, one could leave the system to do its thing and get consistent results month in, month out.

‘Set & Forget’ works incredibly well for inanimate things – objects, processes, systems.

‘Set & Forget’ fails spectacularly in the one area that matters most in today’s Connection Economy – relationship.

Imagine building your relationship with your significant other by only sending scheduled, calendered, prerecorded messages timed for peak open rates.

‘Set & Forget’ is the enemy of human connection. If a goal for your marketing strategy is to formulate a predictable ‘Set & Forget’ system, your ladder is leaning against the wrong wall.

The good news is that knowing this, there are also friends of human connection: authenticity, vulnerability, risk, spontaneity, fun, surprise, generosity, randomness, variety, romance, art.

Lean your marketing ladder on this wall and climb safely for years to come.