‘You’re pissing in my pond now’

During my career there have been occasions where product updates, research findings and design iterations have been de-railed, or deemed unimportant by an IT department.

To be fair, it’s not always a human factor, it can be a legacy system. I’ve recently had an important piece of jQuery functionality shot down because the current JavaScript library is outdated.

If you have a digital advocate in your client’s senior management team, these factors are reduced. Without this, their influence is amplified.

How long are brands, some that spend a fortune on marketing activities, going to leave these first, all important customer touch points in the hands of IT departments and legacy systems?


Yes, there are a million reasons why you shouldn’t do something and only ever one or two great reasons why you should.