MediaPost Publications Why Does Marketing Have To Be So Damned Hard? 01/18/2011

MediaPost Publications Why Does Marketing Have To Be So Damned Hard? 01/18/2011

Marketing involves integrating the left and right brains -- something that very few people are capable of. It requires an ability to think conceptually and unencumbered by the present realities, yet being able to evaluate critically in a rigorous way. Without the former, we fail to innovate; without the latter, we fail to focus.

Moreover, it takes more than one person in an executive committee who can actually do this two-brain thing to notice and approve a good idea when one hits the table. Odds of there being a quorum of such people in any one boardroom are long indeed, given that executive committees normally include strong left-brainers from finance, IT, and manufacturing/operations.

No judgment here, just an observation.

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