On the other hand, if you (or in my case the CEO) listen to any one of the thousand consultants who will tell you that, say, advertising on social media is a guaranteed path to sales, you can’t ever be wrong because you’ve implemented - as you say - “best practice” and “proven techniques”; you did your job but “for some reason” - externalities - it didn’t work. There was no strategy involved, but we don’t need to talk about that.
This kind of thinking drives me nuts.
Your theory also helps explain why people buy Exchange, or JIRA, or IBM in the olden days.