Optimise optimise optimise

We’re told we should optimise.

Optimise performance. Optimise conversions. Optimise revenue. Optimise health.

Optimise optimise optimise.

But if we’re focused on optimising everything, are we optimising anything?

Part of optimising what matters, is not optimising everything else.

Otherwise, we run the risk of not optimising what matters, as we were too busy optimising everything else.