Do you know how many times a month, or even a day, I hear the phrase ‘it’s best practice‘ from product and marketing teams that I work with? Too many! It’s made me begin to wonder, is best practice actually a great strategic tool? Or is it simply a safe excuse to hide behind when there is a lack of drive to innovate? Relying on best practices does not guarantee success. As we saw in 2020, what used to be best practice in 2019 was pretty irrelevant. And this year is another new story yet again when it comes to…
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