I have been asked why the Marketing MRI takes six weeks rather than two. The question deserves a direct answer.
Because the real constraint in a commercial system rarely presents itself in the first place you look. The reporting shows something. The data behind the reporting shows something else. The people running the system describe something that does not quite match either of those things. And the operating reality, what actually happens at the handoff between functions, at the moment of customer decision, at the point where data should flow but does not, is different again from all three.
Getting to the real constraint rather than the most visible symptom takes time. Not because the work is slow. Because the work has to go through the layers in the right sequence, and each layer changes the interpretation of the one before it.
Two weeks produces a surface read. Six weeks produces a finding you can build a commercial decision on. The difference between those two things is the only thing that justifies the engagement. letsrocc.com
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