The End of the Expert: Why No One in Marketing Knows What They're Doing
It's a stark verdict from a prominent source. "There are hundreds of thousands of people who were trained and mentored, and studied classical marketing, and they got good at it," said Clark Kokich, chairman of digital agency Razorfish. Unfortunately, the world has changed—and that education is no longer relevant. "If your self-worth and your confidence is based on you being an expert, you're in deep trouble, because there aren't any experts," says Kokich, author of Do or Die: Surviving and Thriving in a World Where the Old Ways of Marketing Aren't Getting It Done. "