Here's a sneak preview from my next contribution to Ad Age, Digital Next:
"The problem with marketing is that it often times doesn’t allow marketers to go deep, to gain an intimate understanding of human behavior. We’re strapped for time, spread thin and torn between making our clients or bosses happy while trying to do what we think is right. We’ve got access to the latest trend reports, market segments, personas and metrics. We’re surrounded by smart, capable people who, like William Hurt’s character—know what they are doing. But there’s a question we need to ask ourselves. Are we making the time to walk in the shoes of the people we market to? Are we willing to swim in the deep end?"
Read the full article: