The pop marketing term of the last couple of years has been “dashboard.” As a brand planner who advocates “windshield” planning rather than the more common “rear view mirror planning” approach, I get the dashboard metaphor.
The marketing dashboard contains dials and gauges that monitor the performance of marketing programs. These metrics are valuable for sure but if one doesn’t look out the windshield, beyond the dials, and see what’s coming, they are driving with their head down.
Great marketers don’t wait around for consumer behaviors to be measured, great marketers decide what consumers will like…before they like it. They see in front of the dashboard. The future is a beautiful thing.