The central crisis in marketing is the lack of accountability to the P&L. We propose a new Accountability Protocol based on three pillars: Profit, Unification, and Predictability.
Protocol 1: Profit over ROAS A 10x ROAS on a low-margin product is a failure. Optimization must target Net Profit.
Protocol 2: Ecosystem over Silos Reject fragmented reporting. Demand a single source of truth that unifies data into a coherent intelligence layer.
Protocol 3: Predictability over Spikes The goal is not a “viral hit”; the goal is a robust, predictable growth engine that performs for years.
