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.
For an ad campaign to pay out, less than 1% of impressions need to have impact, that is, directly lead to a purchase. Accept advertising waste as part of a process that leads to brand success.
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.