O'Reilly logo

The CMO’s Periodic Table: A Renegade’s Guide to Marketing by Drew Neisser

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

IV. Volatile Factors

Image

If you’re far enough along in your career to have found this book, you already know that marketing isn’t for the faint of heart. We can apply all our smarts and experience to predict outcomes and anticipate surprises, but sometimes we just need to throw it all into the pot and stir it up.

Sometimes a million-dollar breakthrough bubbles to the surface, and sometimes...the whole thing goes boom. Hope you remembered to wear your safety goggles.

This is the volatility inherent in marketing. This is how we play with fire (or, if you prefer, Pop Rocks and Coke). And let’s be honest, this is a big part of what makes our jobs so much ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required