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The differences between effectiveness and efficiency
If 'effectiveness' is doing the right thing, and 'efficiency' is doing it the right way, why should the two be in conflict? The trouble is that efficiency ('getting more bang for your buck') is easier to measure, and can be made to seem the only measure; it is rational, functional and factual; but it can distort the true situation dangerously by being over-simplistic.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
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