Achieving momentum

Marketing is thrilling stuff – it’s like a great video game. But mostly we do it wrong, as Clay Christensen, the Harvard Business School Professor noted, by focusing on what exists now, not what might exist next; by focusing on consumption as opposed to non-consumption. Add to that all those marketers who talk about data, strategy and content but never about the thing that shapes the future – momentum.

I can’t imagine why all bright, creative people don’t want to play the marketing game. Just don’t let the grim-faced money-men put you off being yourself, being skilful in outwitting your competitors and enjoying it, too. The consumer is not a ...

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