While reading recently, I came across the word subsume.

At first, I thought it meant something that consumes you in a negative way. Turns out, I wasn’t too far off. To subsume something is to include or absorb it so completely that the original purpose gets lost.

Sound familiar?

Because in marketing, that happens all the time.

Campaigns get subsumed by overplanning instead of action.
By endless revisions instead of creative risks.
By tracking the wrong metrics instead of the ones that actually matter.

We plan ourselves into paralysis — and then wonder why the ideas that once felt electric lose their spark by the time they’re approved.

The truth? The best campaigns don’t start perfect. They start moving.

They evolve through quick decisions, audience feedback, and iteration. They trade perfection for progress — because progress is what creates momentum, and momentum is what creates results.

So the next time a campaign feels stuck, ask yourself:
Has it been refined… or subsumed?

Launch, learn, and adjust.
Because the metric that matters most is the one that starts with doing.

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