Executive Summary
What If You Could Manufacture Opportunity?
This is not to ask what if you could manufacture campaigns. Instead, this is to ask if we could think about manufacturing opportunity the same way we might think about manufacturing a jar of pickles. Simply: Yes. If the ask is to manufacture opportunity for the purpose of profitable growth, a supply chain dedicated to the creation and optimization of content that acts as the fuel for engagement can and should be established.
Today, the complex web of functions, talent, tools, and processes attached to content creation has left organizations with nothing less than chaos. This web is a bottleneck that brings our system for manufacturing opportunity to a screeching halt.
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