I was a vendor. I sold Facebook ads and SEO like everyone else. And the same thing kept happening. Clients told me the leads were bad, the money was not coming, the spend was not working. I kept patching the holes after the fact, installing systems to fix what marketing had broken.
Eventually I started installing those systems before we ever ran a campaign. I did not have a name for it yet. Then I learned about the Theory of Constraints and the 5 Whys, and I realized I had been doing it instinctively. The diagnosis was always the work. Marketing was not broken. The order was. We had been deploying before we had been diagnosing.
That is when MCAG got built. Not to compete with agencies, but to replace the model that made me one. I will never recommend more spending into a system that is leaking. I will never accept the first answer to “what is broken.” The constraint hides three layers under the symptom. We drill until we hit the actual root, then prescribe.
Diagnose before you deploy. Always.
Delroy Muschette, Founder
