It doesn’t matter how fast you go if you don’t know where you’re headed.

Translated from the original Spanish article.

Today’s dynamics demand haste. With AI, more than ever. Adopt now, automate now, deliver results now, no matter which ones (increasing token spend as a KPI), as long as you don’t “fall behind.”

Stopping for a moment to think almost seems counterintuitive.

And yet, most of the success of our marketing projects has had more to do with the initial research and the strategic proposal than with the speed of execution. Companies that stop to think, and know how to do it, stand out because everything they add makes sense and points in one direction. And it’s no coincidence that they always end up in a leadership position, whatever the circumstances of the moment.

That doesn’t mean strategic planning has to foresee everything, or get every move right. That is an asymptotic idea: it will never reach perfection or account for everything. In short, it isn’t possible. And we would fall into analysis paralysis.

Strategy, more simply, is about designing our compass to set a course.

The rest is a matter of walking in that direction.