Command & Control

It occurred to me that the difference between bad marketers and good ones is that the first genuinely think that it is a scientific prodecess whereby if they tick enough of the right boxes add the right chemicals apply the right formula you will have an explosive effect on consumers. This is rubbish because the good marketers that I've worked with tend not to repeat the 'formula' that was pre-developed by common marketing sense but genuinely fight such temptation and force themselves to discover what's missing from the culture and allow good accidents to happen. In fact those that take the bigger risks by going 'out there' intellectually and creatively are the ones that come up with ideas that seem well, less formulaic.

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