Over many years, the best marketers I have come across have been trained as scientists, in a wide range of disciplines, many had no formal marketing training.
Took me a long time to figure it out, the scientifically trained people had as a part of their automatic response, a systematic process of collecting data, forming a hypothesis based on the data, testing it and looking for inconsistencies in the results, then forming a further hypothesis based on the better data to test. Kaizen or “continuous improvement” by another name.
It was an automatic, built in response that works really well in a marketing environment, particularly where many marketing people are inclined to see a problem and jump straight to a conclusion based on what has worked in the past, rather than a detailed examination of the root causes of the problem.
As I write this post, I am reflecting on the role of the “automatic” response being one that seeks to understand the cause and effect relationships underlying a problem, and how little we know about how to make our businesses embrace it across all functions and all challenges.
That would lead to systemic Kaizen, and should prove to be a potent competitive tool.