Check Your Tower

Every tower that fell started with smart people being right in different directions.

Three questions reveal everything...

1. Can your newest hire explain what each channel does for customers? (Not for marketing—for customers.)

2. When you say "growth," does everyone picture the same customer moment?

3. When something fails, do you hear one human story or five technical explanations?

Scored 0 for 3?

You're building Babel.

(Check your Slack. That's your tower tilting. Five channels discussing the same campaign differently.)

Here's what nobody admits... We made marketing so sophisticated that we forgot it's just "helping people buy things they want."

Your grandma knows this.

Your CMO has a 97-slide deck about it.

The ancient Babylonians became so skilled at making bricks that they forgot they were trying to reach heaven. 

Marketing teams excel in their specialties, forgetting they're trying to reach... humans.

The choice: either keep building separate towers in the same office, or admit that customer journey isn't a framework—it's the only language that doesn't need translation.

Because here's the thing... (and this is where it gets uncomfortable)...

If your team can't explain their work in customer language, they're not doing customer work. They're doing marketing work. And there's a difference.

Most CMOs will read this, then nod, and check their channel dashboards.

(But not yours. Right?)