The Agency Mercurial: Iterating on an Old Model
29
T H E A G E N C Y M E R C U R I A L
-
Upload
spencer-pitman -
Category
Marketing
-
view
67 -
download
1
Transcript of The Agency Mercurial: Iterating on an Old Model
the value of the evolutionary approach is proportional to the
scale of the campaign.
-therefore-
I N S I G H T
experimental approaches require an understanding of failure
as opportunity and a focus on iterative improvement.
-therefore-
I N S I G H T
P U R P O S E
TO MAKE MARKETING ABOUT TRANSPARENCY (not
advantage), SALES ABOUT SOLUTIONS (not quotas), AND BUSINESS ABOUT CONSUMERS (not stakeholders).
TRANSPARENCY | PROTOTYPING | ADAPTATION | ITERATION | RADIATION
OPEN SYSTEMS ARE BETTER
PROTOTYPINGSHORT FEEDBACK LOOPS
ADAPTIVE
T O O L K I T