CHAPTER 6
First Steps on the Road to Killing Marketing
Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly.
—Franz Kafka
You can get what you want or you can just get old.
—Billy Joel
So, if we are to reinvent marketing, what are the first steps to making this change?
It probably bears mentioning at this point in our journey that both Joe and I are clear-eyed about the realities of making a switch to the entire function of marketing in our business. This is not something we take lightly, nor do we expect it should or will happen overnight for most businesses.
Our aim is to understand the implications and opportunity ...
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