We need to face our CEOs and deliver insights, drive growth experiment to learn and then scale, vs. trying to create perfect measurement systems.
Simplification of life is what made Google, Amazon, and Apple so successful. TV program and shopper choices are the next 2 areas ripe for simplification reinvention.
In my interview with Google, they flunk CPG marketers, “You get a 3 out of 10″. If you look at where the dollars are still spent, the shift isn’t happening as dramatically as it should. Mentality: I’ll leave it to the next guy to jump off the cliff.