Whatever happened to thinking?

movementmuse

A few years back I met with a client to discuss the set up of a vital and highly demanding strategic research project for one of the world’s biggest brands.  I was under huge pressure to complete the project in an unrealistic timescale, so I asked the client what was more important to him: to do the project right, or to do it fast.  His answer? “Both.”

Doubtless, he not only thought he was being smart, he also thought he was being realistic.  There was I, the researcher in my ivory tower, removed from the harsh realities of business, making a naive and self-indulgent plea for ‘quality’ in the face of the irresistible pressure of ‘reality’.

I’m sorry, I don’t buy it.  This is only one of myriad examples of the determination to avoid thinking that is increasing prevalent in the world of marketing.  It’s an issue that’s…

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