Colin Lewis wrote an article for Marketing Week titled The first step to being an expert is choosing to be.

« Marketer Paul Dervan, who is also the author of the book Run with Foxes: Make Better Marketing Decisions, writes: “I am not the same marketer I was 15 or even 10 years ago. There are things I believed then that I do not believe now, and things I believe now that I too quickly dismissed then.” »

« In all of the conversations around effectiveness and excellence, what we are referring to are outcomes. We never refer to the individual marketer and how they can be excellent.  »

« The problem in our industry is we don’t get a chance to be good. You could even argue there is a conspiracy against being good, with quick fixes, hustle culture and ageism some of the culprits. »

« WPP CEO Mark Read caused a brouhaha recently when he talked about the reality that the average age of someone who works at WPP is less than 30 – and made it seem this is a good thing. The IPA Census shows 44.8% of staff at UK agencies are aged under 30, while just 6.3% are over 50.  »

« Becoming excellent starts with developing skills. There are plenty of models around skills levels and how to know when you are moving between them. One of these is the Dreyfus Model, developed more than 40 years ago at UC Berkeley, that designates five development stages we pass through – novice, advanced beginner, competent, proficient and expert. »

« One author who applied the model to computer programmers, Andy Hunt, reckons that most knowledge workers never pass advanced beginner because they never accept consequences for their decisions.  »

« Author Dan Gilbert talks about a phenomenon called the ‘end of history illusion’, where we somehow imagine that the person we are right now is the person we’ll be for the rest of time.  »

Colin Lewis shares his 6-step roadmap for becoming good.

« And if you don’t want to listen to me, listen to Dervan… “The very wise professor Tim Ambler told me that good marketers don’t necessarily know what to do. But they have a good understanding of what not to do. I tend to think about good and bad bets these days.” »



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