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Let's be clear, marketing is NOT advertising. Advertising is just one piece of promoting the value proposition. It has always bothered me that people refer to advertising as marketing. Advertising is simply manipulation of human emotions.
Marketing is understanding the customer, and the type of people you would like to become customers, identifying their needs and meeting them with a novel solution. Marketing is getting a pricing/business model right, getting your channels of distribution right, getting your offerings in front of the potential customer in the right place with the right value proposition.
Marketing is understanding your competition and how to be more relevant to your potential customer. I can't speak for anyone else, but I studiously avoid watching any advertising anymore. Thank the lord for digital recording and Internet replays.
Successful ideas are based on many small ideas synthesized together to meet a customer need/want/desire. I would have to agree that a "big" idea isn't the goal, i.e. looking for the Silver Bullet.
To paraphrase, Drucker wrote that good innovations need to be understood by idiots. Relevance and usefulness should be the objective of creating new things.
So he is proposing that you run your firm in chaos similar to the way he runs his firm? I don't think so.
Strategic intent is not dead. Understanding your customer is not dead. Supervision is dead but leadership is needed. Beating the competition is not dead. Finding new ways to make profit is not dead.
He is trying to re-make advertising, which I wish were dead. He just wants to saturate the world with more of his firm's ad blather. This is just the way he is pitching his firm and trying to differentiate.
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