The limits of influence
Most of the outcome is decided before you start. The job is knowing which part isn't.
Two mistakes account for most bad marketing decisions: assuming a causal relationship between your actions and an outcome, and assuming you have the capacity to effect change where, when, and how you see fit.
Recognizing the limit doesn’t betray deficiency. It lets you anchor strategy around achievable goals, and increases the speed and accuracy with which a team executes against them.