- Base your campaigns on the ‘average’ customer.
- Only follow the data.
- Never follow the data.
- Skimp on content.
- Wait for perfection (hint – you’ll never get it).
- Leave design to designers (hint – you need to know about it, too).
- Leave development to developers (hint – see above).
- Use empty controversy as an outreach tool.
- Ignore the art in what you do.
End call to action