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Disruptive Marketing by Geoffrey Colon

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CHAPTER 4

STOP HIRING MBAs

Your Business Needs Hybrids to Succeed

AS WE’VE SEEN, the belief that control is part of any marketing efforts today is truly an illusion. The creative economy relies on imagination that derives from day-to-day experience—and this is where MBA strategists are left in the dust. You can’t do what you haven’t yourself experienced. If you aren’t feeling the pulse of your industry, and see how it interacts with other industries, you’ll have a hard time moving beyond the conventional.

THE NEW DISRUPTION: INFORMATION JAMMING

Once it is realized that hierarchies are better left to the military, disruptive marketing can spread across a business organization at a rapid rate. We saw this in 2011 with the advent of growth hacking. ...

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