nosewheelie

Jonathan Mendez has some words to say about best practices (though not as much as I’d like):

Best practice by definition is the best possible way of doing something. Most marketers look at implementing best practices as executing standards to make improvement. Unfortunately, this one-way, one-size fits all standardization mentality is not an effective practice for digital marketers. It’s lazy marketing. Old school. Our world needs to be ruled by looking at our audience as different segments, not homogenous masses, and delivering relevance. What we learn from doing segmentation is that what is best for one audience does not always work for another. There are no standards. There really is no such thing as a best practice.
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So what to do when we don’t know what will deliver the best results?

Get off your butt and think.

Full story: The Death of Best Practices.