Tom Martin, president of Zehnder Communications, has written a column for Advertising Age, arguing that companies should look for explorers to help them with marketing, instead of going with experts. “By definition experts are always looking backwards,” Martin writes. “You only become an expert by doing something repeatedly and to a point where you’ve learned all there is to learn, and thus are crowned an expert.” Read the column here.
Zehnder head: Hire explorers, not experts
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