MARKETING CASEBOOK #2: SIMPLE IDEAS, BIG RESULTS.

Soft-Letter | May 31, 2001 | Copyright

Some marketers would like us to believe that it takes a mysterious mix of experience, scientific testing, and creativity to produce a breakthrough campaign. The truth is, there's also a lot of sheer luck behind many great marketing ideas. A random "let's try this" suggestion suddenly produces a cascade of orders; a quick-and-dirty solution to a supposedly trivial problem makes customers sit up and take notice. In retrospect, we can always figure out why these ideas were so powerful-- but they were far from obvious at the time.

In fact, most of this year's best ...

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