The saying/doing gap
At first, it seems as though the things you declare, espouse and promise matter a lot. And they do. For a while.
But in the end, we will judge you on what you do. When the gap between what you say and what you do gets big enough, people stop listening.
The compromises we make, the clients we take on, the things we do when we think no one is watching… this is how people measure us.
It seems as though the amount of time it takes for the gap to catch up with marketers/leaders/humans is getting shorter and shorter.