Some of the best marketers, branders, and business runners are control freaks.
Before I lose half of my friends, let me define what I mean by “control freaks” and what I don’t:
When I use control freak, I don’t mean someone who:
Those people simply need some good therapy, a journal, and accountability to get through (see last bullet).
Here’s what I mean when I use “control freak” (with help from ChatGPT):
A professional who meticulously manages and oversees every aspect of a brand, campaign, or business operation to ensure consistency, precision, and alignment with a specific vision. Their intense focus on detail and desire for control often stems from an understanding that even minor inconsistencies can significantly impact brand perception and business outcomes.
Think about Steve Jobs. He was a control freak on ensuring Apple stayed true to it’s brand and never deviating from what they did best. Many who worked with him likely used “control freak” among other worse descripitors.
Another would be Jasper Newton Daniel of Jack Daniels. When his partner wanted to cut Jack Daniels with water to extend their inventory, Jasper held to his guns. He realized their brand was about making the best damn whiskey. To this, he stood his ground and ensured the company stayed true to that vision.
Now, we must note a key bias here: Survivor bias. There are many like the two men above who destroyed their business by being a control freak. We only have the few winners to use as models and this could be detrimental. That to say, I find the best marketers balance rigidity with openness.