It's really easy to get attached to buzzwords. Everyone is throwing them around and it sounds like so much fun.
So the occasional "engagement", or impression, or "iPhone killer" slips out in conversation. Then those words increasingly become the goal of your work. Selling the product becomes secondary.
That's wrong. We probably all know it's wrong. But it happens.
Martin Weigel, Head Planner at W+K Amsterdam, wrote an excellent post reminding people that engagement ISN'T the goal. It's long but it's a really good dose of reality for the Ad Industry.
Read it here. His entire blog is actually quite excellent and deserves a spot in your RSS feed.
Thanks to the rest of the internet posting this for me to find. Namely Ad Contrarian, Sell! Sell!, Escapology.