Decision-making in marketing is difficult. We can’t simply copy and paste what worked in one context to another. We will make mistakes. But we can learn to make fewer mistakes. The goal genuinely is to learn, and make better decisions over time. I’ve recently written a book called “Run with Foxes”. I wrote the book for client-side marketers. Folks like me. The goal of the book was to offer up some humble views that may help others with their own decision-making. The decisions we face year in, year out. These include stuff about brand positioning, about finding new customers, about keeping them. I dip into the complexity of advertising decisions. Making ads. Getting ads approved. I dig into the evidence of what works, and try to answer honestly, why at times, I ignored it.When I finished the book, I realized that I had many hundreds of notes, half of which didn’t make it into the book. They are bits of research, empirical evidence, quotes from experts. I condensed these notes into this deck of cards. Enjoy
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