Be Less Aristotle, More Galileo
For too long, the marketing world has relied on what I would call the Aristotelian approach to the world, i.e. engaging in observational procedures and making hypotheses instead of performing real experiments and analysing the results. For too long there has been a disproportionate focus on pitches and plans instead of implementations through to their tangible outcomes.
For so many decades, the marketing industry has been plagued by fancy theories. It has become even more apparent as templated media plans on awareness and activations have been challenged, older marketing mix models lack relevancy and consumer behaviour has significantly evolved.
However, I understand. There is beauty in theories. They are mystical and mysterious. But in the same vein, there is beauty in a flawless equation like E=mc2. It is an equally stunning example that may lack mystery but offers greater clarity instead.