We all love our formulas, our rules, our processes. They’re comforting and, above all, they’re unassailable. But the problem is that they’re dangerous. Business today changes too quickly for marketers to make decisions based on conventions like formulas, rules or processes.I think of these conventions as sacred cows. And believe me, they all need to die.Sacred cows are the cues, criteria, standards, processes, rules or actions that companies blindly follow because that’s the way things ...

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