Marketing’s Focus Group Trap
Why the "smartest" person in the room is ruining your marketing.
Offline advertising is perhaps 10 times more effective than you think, and digital is about a third.
Every choice, big or small, either reinforces your brand’s identity or confuses it.
You’re lucky if you can confidently track more than 50% of conversions. So what's the alternative?
Just because you need Google to succeed doesn't mean it alone can put you in a leadership position.