To my fellow marketing communications peeps, you know what I’m talking about. You’ve been there every time a valued colleague gallops into your office and states, “I need an advertisement.” “We require a basic brochure.” “Let’s do a video.” “I gotta get me some scintillating trade show trinkets.” All separate silos, as if the marketing plan was intended to collect dust on the shelves and seemingly generated because it was included as a mandatory field in the business plan template. For those of us that take pride in our craft, we’d like to scream, “Stop the insanity! Think about your programs, not projects.”