In any legitimate endeavor, strategy plays an important role. Look before you leap, as they say. Outlining, mapping, frameworking, wireframing, best practicing … all good things. And very necessary things when tens or hundreds of thousands of corporate marketing dollars are on the line.
But in marketing, as with most disciplines, you can have too much of a good thing. Those teams that spend endless hours overthinking the nuances of a product launch or creative campaign often do so at the price of innovation.