Stop manifesting. Start marketing.
Why “More Content” Is a Leadership Cop-Out
(Especially Under Pressure)
As the U.S. braces for another winter storm, the same pattern shows up every single time.
The teams that prepared early stay calm.
The ones that didn’t scramble.
More movement. More urgency. More activity.
It looks productive. It feels responsive. And it often misses the real issue.
That same pattern shows up in marketing the moment leadership feels pressure.
Pressure doesn’t create chaos. It reveals it.
When conditions tighten — market shifts, board scrutiny, missed targets — leaders feel the need to do something. And very often, that “something” turns into a familiar request:
We need more content.
More posts.
More videos.
More campaigns.
It sounds decisive. It feels like momentum. But more often than not, it’s a substitute for a harder conversation.
“More” is easy. Direction is not.
Asking for more content doesn’t require alignment.
It doesn’t force tradeoffs.
It doesn’t demand clarity.
You can ask for more without answering questions like:
What decision is this supposed to support?
Who exactly are we trying to influence right now?
What do we stand behind strongly enough to repeat?
What are we willing to not prioritize?
Under pressure, volume feels safer than commitment.
Activity feels safer than direction.
What scrambling actually looks like inside organizations
We see this constantly when teams feel exposed.
Marketing ramps up output.
Executives offer feedback that changes week to week.
Priorities shift based on the loudest concern in the room.
Everyone is working hard.
No one feels confident.
Just like during a storm, movement increases — but effectiveness drops. The problem isn’t effort. It’s that the plan was never locked in.
More content doesn’t solve confusion. It multiplies it.
If the message isn’t clear, more content just creates more noise.
If strategy isn’t protected, more content accelerates misalignment.
If leadership isn’t aligned, more content guarantees burnout.
We’ve watched companies pour money into execution while quietly avoiding the work of agreement. The result isn’t stability. It’s exhaustion with better branding.
The question strong leaders ask instead
Not:
How do we get more content out?
But:
What decision are we trying to make easier right now?
When leadership is aligned on that answer, content becomes obvious. Teams stop guessing. Feedback tightens. Execution calms down instead of speeding up.
That’s what preparation looks like — in storms and in strategy.
Why this matters right now
The companies navigating pressure best aren’t producing the most content. They’re relying on direction they already agreed on before things got noisy.
That agreement isn’t visible to the outside world.
But the confidence it creates absolutely is.
The WOOF perspective
We don’t respond to pressure by adding volume.
We respond by removing ambiguity.
Clear direction beats frantic execution.
Alignment beats activity.
Prepared leadership beats reaction every time.
Snowstorms don’t cause chaos.
They show you whether the plan was real.
If “more content” is the instinctive response, it might not be a marketing problem.
It might be a leadership moment.
And those are worth getting right.
