Don’t let the process become the goal. As we try to think about our own process at Percolate I want to make sure we don’t end up down this road. As a company grows it’s natural for people to desire more documentation, clarification, and general process, and all of those are good things. However, as you go down the road of designing process you always run the risk of losing sight of the real objectives, which for Percolate is about building amazing products that transform what it means to be a marketer.

Noah Brier shares some thinking on building his company, Percolate.

In most companies, creating process is a helluva lot easier than removing it. I’m a fan of dedicating roles to simplification; evaluating process from evidence and gutting what no longer provides impact to the firm’s desired outcomes.