I first posted about this back in 2009. Unfortunately it is only getting worse. As with many useful approaches, terms are co-opted by others and “basterdized.” This is what has happened to the term Lean Marketing.
As I noted before, Lean is “…about removing waste from a process, or eliminating wasteful processes all together.” This is true of Lean Marketing as well. Too many people with an agenda to sell you want you to believe that Lean is about doing things with a small budget. Well wasting a small budget is still waste. The size of your budget is not what makes you Lean. It is the approach to your thinking.
Again I say, “Less is not Lean, it is just less.”