Marketing is art and science

Marketing is art and science.

The CFO is griping about ‘creativity’ is wrong.

The design intern griping about spreadsheets is also wrong.

If marketing is all science, it loses the essential ingredients necessary to move people. You can feel it. It feels soulless, sterile, calculated. All-science doesn’t work.

If marketing is all art, it loses the essential insights necessary to grow what works. You can feel this too, the lack of focus on delivering what people want most. All-art works sometimes, but there’s a third way.

If marketing is both art and science — and both are allowed the space to germinate and do what they do best — you connect with your audience well, and do more of what works.

Combine both. That’s where the wins are.