Marketing Eats Its Young

Marketing Eats Its Young

Open Shark Mouth

Twenty years ago, my boss dropped a Doonesbury comic on my desk. In it, one of the characters gets a call from his boss: “We’ve got a website, right?” “Right, boss.” “Good!” [Boss hangs up and the character calls his teenage son.] “Billy, what’s a website?” This was a ridiculously accurate picture of my life then, leading development of an early ecommerce site when few of the so-called experts could really execute, but also of the entire 20 years since then in the marketing world. How many times has management called upon its children when it needed to “get me one of those [fill in the blank]”?

Now, as companies think about elevating the cream of the “digital native” class to be the next generation of marketing leaders, will they find that the hair-trigger video game masters of digital ad tech are up to the task? Or that they’ve overlooked training the chess masters they’ll need – the ones who can think 12 moves ahead?

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  • A business is simply an idea to make other people’s lives better.

  • It is useless to be a creative, original thinker unless you can also sell what you create.

  • There is no business to be done on a dead planet.

  • Sustainability is one of the most certain paths to innovation for companies seeking a competitive edge.

  • To change something, build a new model that makes the existing model obsolete.

  • We believe that customers are smart, and want objects which are well thought through.

  • If you want something new, you have to stop doing something old.