I’ve faced plenty of problems when building content teams. Sometimes, those problems led to outright failures. Content falls flat, email campaigns flop, or new hires don’t work out.

At times, it feels easier to just accept reality and move on. “Well, that new hire wasn’t the right person for our team right now. We’ll do better next time!” But, if you don’t understand why that hire didn’t work out — if you fail to understand the real problem — you’re bound to repeat it.