IV. Volatile Factors
If you’re far enough along in your career to have found this book, you already know that marketing isn’t for the faint of heart. We can apply all our smarts and experience to predict outcomes and anticipate surprises, but sometimes we just need to throw it all into the pot and stir it up.
Sometimes a million-dollar breakthrough bubbles to the surface, and sometimes...the whole thing goes boom. Hope you remembered to wear your safety goggles.
This is the volatility inherent in marketing. This is how we play with fire (or, if you prefer, Pop Rocks and Coke). And let’s be honest, this is a big part of what makes our jobs so much ...
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