To what end?

There is a great temptation, in life and in advertising, to do something because it seems like the thing to do. Box ticking. Gap filling. Things that sound good. 

In reality these things are popcorn. 

And, as a result, we an inundated with a deluge of crap. Because no one is asking two simple questions:

"Why?" and "To what end?"

They are important questions. They are hard to ask. But they are necessary. 

Because the alternative is creating absolutely nothing for nobody. And nobody wants that.