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 ...
Get Brilliant Marketing, 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
