Monday: “The plan is A! We’ll market it at A!”
Tuesday: “Actually, I was thinking B. A is stupid. Who would want to do that?”
Wednesday: “Goddamnit, we need to be working towards C. Why does no-one see that?”
Thursday: “Maybe A was right …”
Friday: “This team sucks.”
Hint: pick a direction and run. And make sure – just as your tech team does – that your management team has measurable metrics for success.