Marketing Math

Math is NOT marketing, and marketing is not math.
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This is why ROI and budgetary decisions kill creative marketing and turn brands into sales funnels (and I hate funnels - they’re just another commoditization of human emotion by soul-less auditors of efficiency).

You’re pitching a creative alternative to a ‘best practice’ and all you meet is resistance.

Why?

Because ‘best practice’ is safe - no one is fired for underperforming when using ‘best practice’ (a.k.a. C.Y.A.).

So when everyone is nodding along to conventional wisdom, they’re really saying ‘That’s safe - it might not work but there’s no risk unit, so let’s go with that.’

But this marketing is NOT math, and the alternative to a good idea is not a bad idea - it’s a better idea.

Ask for better... reward better... fund better... don’t punish better risk-taking and you’ll open yourself to a creative upside no one can plan.