Marketer Quite Contrary: The Importance of Contrarian Thinking in Marketing

There’s a certain comfort for us in consensus. If everyone agrees something is a good idea, then it must be a good idea, right?

This thinking is often quite pervasive in marketing circles, even if we don’t recognize it right away. We can see it in so many different forms: when we ask for numbers, when we say “this is how we’ve always done things,” or even “we do this because it works.”

But recently, there’s been some rethinking of status quos and consensus. After all, a desire…