…is a good idea only if what you were doing before was poorly conceived, half-heartedly executed, or both.
Therefore, managers who exhort you to ‘do more with less’ may think you’re stupid. Or they may think you’re incompetent. Most likely they themselves are completely out of ideas and are hoping you’ll pull a marketing rabbit out of a hat and make them look good.
If you want huge improvement don’t focus on doing more with less. Focus on doing different with other. Figure out which programs are break-even, which programs are still on the books because they’re an executive favorite even though results can’t be demonstrated. Throw those away.
Then take those resources (time, budget, focus) and do something different. Instead of looking for more resources, look for other approaches that aren’t being employed.
In their glory days, Southwest Airlines didn’t beat the established players by doing more of what American and Delta did with fewer resources. They did something different – no hub’n’spoke, no unprofitable routes, no reserved seats. That did that with other resources than the established players used – lower-skilled labor, only one type of plane, the airports less traveled. Netflix didn’t challenge Blockbuster with marginal gains in efficiency, and Amazon didn’t take on Barnes & Noble by shaving points off opex. They did different with other.