"Being able to weed out if there's a marketer that leans more to just personal preference versus what is right for the brand," reflects Courtney DeLaura, owner of Lot25. This observation hits at a critical challenge in marketing leadership: distinguishing between subjective opinions and data-driven decisions.

Early Career Challenges

DeLaura notes a particular pattern among less experienced marketers: "I find that can be difficult with earlier in their career marketers - there's a lot of personal preference that is pressed into their recommendations." This tendency to rely on personal taste rather than strategic thinking can lead to misaligned marketing decisions.

Don't Make Decisions That Scream 'You'

"If someone wants to say 'I would change the nav bar to blue instead of pink,'" DeLaura explains, highlighting how surface-level preferences often mask deeper strategic considerations. The real question isn't about color preference – it's about the strategic reasoning behind design decisions.

The Power of Purpose

What DeLaura is really looking for becomes clear when she discusses her ideal approach: "They need to come with that 'here's the reasons why.'" She illustrates this with a practical example: "I pulled up Lighthouse...and I saw your performance scores are really low. Looks like all your images are huge. I would go in and change that. Great. Awesome."

Signs of Strategic Thinking

What to Look For:

• Research-backed recommendations
• Industry analysis
• Performance metrics
• User behavior data
• Competitive insights

The Research Imperative

DeLaura emphasizes the importance of thorough research: "They're researching the market, researching the industry and like, what are the reasons for their suggestions?" This focus on research-driven decisions separates professional marketers from preference-based decision makers.

Beyond the Surface

Professional marketing decisions should be based on:

• User experience data
• Performance metrics
• Industry standards
• Target audience preferences
• Business objectives

Teaching Strategic Thinking

For marketing leaders, the challenge becomes:

• Guiding team members toward data-driven decisions
• Encouraging research-based recommendations
• Teaching analytical thinking
• Developing strategic mindsets

The Evolution of a Marketer

The journey from preference-based to strategic thinking involves:

• Learning to question assumptions
• Developing research habits
• Understanding user behavior
• Analyzing competitive landscapes

Building Better Recommendations

DeLaura's approach suggests several key elements for strong marketing recommendations:

Foundation in Research

Understanding market trends, user behavior, and industry standards

Data-Driven Insights

Using analytics and performance metrics to guide decisions

Strategic Alignment

Ensuring recommendations support broader business goals

Clear Rationale

Providing concrete reasons for suggested changes

The Leadership Challenge

For marketing leaders, the task becomes:

• Fostering analytical thinking
• Encouraging data-driven decisions
• Teaching research methods
• Developing strategic mindsets

Creating a Culture of Strategy

To move beyond personal preference, organizations need:

• Clear decision-making frameworks
• Emphasis on research and data
• Regular strategy discussions
• Ongoing professional development

The Impact of Experience

While DeLaura notes this issue isn't strictly age-related, experience plays a crucial role in developing:

• Strategic thinking
• Market understanding
• Research skills
• Professional judgment

Practical Implementation

For Leaders:

• Ask for reasoning behind recommendations
• Encourage research-based decisions
• Provide analytical tools
• Foster strategic discussions

For Team Members:

• Back suggestions with data
• Research industry standards
• Analyze user behavior
• Consider business impact

Looking Forward

As marketing continues to evolve, the ability to make strategic, data-driven decisions becomes increasingly important. Personal preference must take a backseat to:

• User needs
• Performance metrics
• Business objectives
• Market realities

Think Like an (Unbiased) Marketer

As DeLaura's insights reveal, the evolution from preference-based to strategic marketing thinking is crucial for professional growth. It's not about eliminating personal judgment, but about grounding it in research, data, and strategic thinking.

The key isn't to never have preferences, but to ensure those preferences are supported by solid research, data, and strategic alignment with business goals. As marketing professionals develop, their ability to move beyond personal preference to strategic thinking becomes a crucial marker of their growth and effectiveness.

Remember, as DeLaura suggests, it's not about what you like – it's about what works, and having the data to prove it.