5
Focused: Fighting the Frankenstein Idea
Thou shalt not follow a multitude to do evil.
—Exodus
Every semester I have my marketing students form agencies to work on several group projects. In the first assignment, they have to work together to develop a pitch for a brand that I brief them on, and I bring in some other marketing professionals to help play the role of client, give feedback, and pick a winning proposal.
Now, many of my students do brilliant work. But every single time, I see in these undergrads the same fatal error that even seasoned executives fall victim to: the Frankenstein idea.
In Mary Shelley’s pioneering horror novel, Dr. ...
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