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DIY marketing often comes with hidden costs that extend far beyond the money saved.

See, when we’re placing advertising, whether it’s traditional TV or radio, out of home, streaming TV, print, digital, or even pay-per-click, we’re looking for more than just impressions. Impressions are great, but unless your brand message is already well known, they are meaningless.

No matter where you grew up, I can almost guarantee there is a local radio or TV commercial you remember. Whether it was a few years or even a few decades later, that concept or music runs through your brain and occupies space.

This back-to-school season, I am encouraging you to pause and ask yourself this question: Where am I facing the wind in my business?

Technology has made a lot of things faster. Need directions? Mere seconds. Need a spreadsheet formula? Find it instantly. Need a photo of a surfing dinosaur wearing sunglasses? Surprisingly easy. So, it’s understandable that people assume creative work should happen at the same speed. But that’s just it—creating something isn’t the same as creating something that works.