When Best Practices May Not Be Best

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Marketing Interactive, 4/4/11

Many companies are obsessed with learing about best practices for their industry and creating a roadmap that mirrors those practices within their own strategies. We look to analysts, the tier 1 companies within our industries, vendors who solve problems we struggle with and whoever is getting the most media coverage on a subject we want to own. Based upon what they’re doing, we think – Gotta get me some of that!

Best practices essentially have two parts:

First is the theory, methodology and high level thinking that used to create and support the practice.
Second is the execution of the first.

Best practices are appealing because they’re usually based on something known to produce a desirable outcome. The downside is that those outcomes happen for the entity that developed and executed on that best practice.

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