Rethinking Marketing
Ian Lurie Dec 18 2006
In Joseph Jaffe’s “Life After the 30-Second Spot”, he writes that
When creativity is allowed to flourish, innovative ideas flow fast and furiously; when creativity is stifled, mediocrity and status quo are the order of the day.
2 pages later he follows with:
In this day and age, when data is the DNA of success, success becomes a function of the ease and extent to which data is cultivated, harvested, shared, and transformed into the kinds of insight and action capable of altering ingrained perceptions and behaviors and building businesses.
Joseph Jaffe gets it. You can’t separate creativity from analysis any more. Think with both halves of your brain…
Thanks to Brian for reminding me of this book!
Ian Lurie
CEO
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More
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Thanks for the props! I could say the same about you!
Hardly a staggering insight is it? Jaffe puts it well though.