March 6, 2018

Why the obsession with ‘insights’ leads marketers astray

Back in the old days, when data was scarce, information was gold. But data sources grew in scale and in and variety, so mere ‘information’ got […]
January 29, 2018

Why ‘fact based marketing’ leads marketers astray

At this day and age, we measure lots of things to facilitate decision making. In principle, this is better than not measuring; however, the translation from […]
October 10, 2017

Why the obsession with differentiation leads marketers astray

Philip Kotler is by many regarded as the ‘founding father’ of marketing. The key concept in the Kotlerian school is differentiation. Although the empirical evidence that […]
August 30, 2017

Is this normal?! (Or: Byron Sharp for dummies)

Today, most brands measure most of their commercial efforts. Most of these measurements end up in dashboards or reports. Dashboards are usually straightforward and do what […]