Why General Advice is Late Advice

Summary: As we continue to try to keep our footing on the fast-moving advertising landscape, it is easy to understand why we look towards the experts and thought leaders of the industry. Why should we look for the unbroken, untraveled areas, when these people have already paved a way and provide us footprints to follow?

In lovely corporate speak, “why reinvent the wheel?”

In advertising and marketing, everybody is an expert. At least it seems so. The web is full of “best practices” and “marketing how-to’s.”