Logic and Magic

The core problem with many marketers is that they chose to do marketing because they didn’t like maths and sciences, and not because they loved marketing.

Because to be a really good marketer, essentially you need both Logic and Magic.

You cannot evade a logical, scientific approach to observing and understanding markets and mindsets.

Nor can you blindly opt for an algorithmic solution without taking into account the magical power of creative brilliance.

Logic and Magic, combining the two - that’s the real job of a marketer, if marketing is to deliver strategic advantage.

Otherwise marketers end up either being ‘creatives’ in its least valuable meanings of ‘prettification’ or ‘different’ or ‘buzzy’ or worse they keep defending metrics that they barely fully understand.

As a result, the business doesn’t truly (or at all) trust that marketing could be strategic and keeps asking for tactical solutions. Which in turn minimizes the real value of marketing, and the vicious cycle goes on.

Marketing is incredibly powerful, but it needs more marketers to evolve so that they are able to truly unleash that power.