Stop checking boxes. It's meaningless.

If all you do all day is chase process around, what do you really do all day?

The checking boxes culture and mentality of work is pretty pervasive.

You can call this a lot of different things: shallow work, for example, or "chasing bullet points." On marketing teams, they often over-focus on "campaign assets" as opposed to "What's the end-game value of this idea?" As a result, many marketing campaigns ultimately miss the mark.

Chec…