Rethinking Marketing

Ian Lurie

In Joseph Jaffe’s “Life After the 30-Second Spot”, he writes that

When creativity is allowed to flourish, innovative ideas flow fast and furiously; when creativity is stifled, mediocrity and status quo are the order of the day.

2 pages later he follows with:

In this day and age, when data is the DNA of success, success becomes a function of the ease and extent to which data is cultivated, harvested, shared, and transformed into the kinds of insight and action capable of altering ingrained perceptions and behaviors and building businesses.

Joseph Jaffe gets it. You can’t separate creativity from analysis any more. Think with both halves of your brain…

Thanks to Brian for reminding me of this book!

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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