Hire the right people or the right agency, brief them properly and get out of the way while they do their job. Like a bird with its wings clipped, a marketing program that is second-guessed and over-scrutinized rarely soars. Let the marketing manager manage, the writer write, the designer design, the agency…well you get the gist. Great ideas rarely emerge from a bureaucracy. Of course, these people and partners must be accountable for their performance based on mutually agreed targets and measures. But if we override their decisions and alter their plans, we should not hold them responsible for the results.