VII. Inert Fundamentals


As we come to the end of the Periodic Table, I’d like to look back to the beginning. We started on the Basic Elements, ten fundamental concepts every marketer with aspirations of CMO-level greatness ought to master.

I want to conclude with ten more fundamentals, but these ones are different from the first ten in an important way. These are the Inert Fundamentals.

In chemistry, an inert gas is one that is mostly or completely non-reactive with other elements and substances. Under most typical circumstances, inert gases are “self-contained,” which is to say they perform whatever function they perform on their own, instead ...

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