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Titles Are Worthless – But Titling Is Everything

There’s an old quote, usually attributed to Dwight Eisenhower, that goes, “Plans are worthless, but planning is everything.” This is usually taken to mean that what’s valuable isn’t the plan itself but rather the planning process.

We rarely hear the rest of that quote:

“This is a very great distinction, because when you are planning for an emergency you must start with this one thing: the very definition of ‘emergency’ is that it is unexpected, therefore it is not going to happen the way you are planning.”

This is so relevant for us today as marketing and content practitioners.

Marketing is changing. Content is changing. It’s all evolving quickly – and who knows what’s coming next? The way we title people in business – and especially in marketing and content these days – is our attempt to simultaneously bring order to the way we manage the tumultuous change in business AND provide focused resources to an evolving strategy.

This approach to titles usually goes one of two ways.

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