There are plenty of perfectly appropriate arenas in which to use an agile approach. SaaS development, for example, in which you never really complete a project but continually improve, is perfect for an agile workflow. Other things, which are more of a process than a project, are good to approach in an iterative manner (a perennial email campaign, or a social media strategy, for example).

But what commonly gets lost in the equation (and the reason the marketers in the meeting are rolling their eyes) is that agile methodology can be an excuse for bad ideas and bad execution.

If “agile” is just an excuse for micromanagement, lack of goals, and lack of inspiration, then we need to steer the hell away from it.

In short, good ideas are worth spending a lot of time and energy on. And bad ideas aren’t worth spending even a week-long sprint on.

An agile, iterative approach shouldn’t replace something simple:

intuition based upon years of experience

objective analysis of aesthetics and structure

gut knowledge that something is either good or bad

pure skill and knowledge of the craft

And that’s why I propose a shorthand for all those strategies coming from guys out there who browse inbound marketing forums, salivate over software-generated landing pages, and subscribe to all the iterative B2C funnel newsletters:

Agile Bullshit.

Again, I’m generalizing and I’m feeling pretty sassy.

I strongly feel that, as marketers, we should always work towards progressing our industry and becoming better & smarter. And I’m all about making data-driven decisions that improve the results of marketing campaigns. But I also strongly feel that if you’re going to come into an entire field and try to revolutionize the way we work on something: it better be backed up by some proof.

You don’t hear it often, but I suspect that marketing, design, branding, and strategy is a whole lot more binary than we’ve been thinking lately.

So let’s stop using workflow and iteration as an excuse for lazy, bad, or unoriginal ideas.

Let’s stop trying to A/B test our ideas to death, trying to please everyone, and start trying to come up with something so incredibly good and unique that it materially affects our client’s success.

Let’s stop trying to “growth hack inbound traffic” and let’s start trying to make a damn good website.

Let’s stop the agile bullshit, and start just doing good work!

Discosloth is a two-person marketing startup that thinks agile is ridiculous and just likes to work hard on good ideas. This article originally appeared on discosloth.com.