At the beginning of the video snippet (linked below) from Cannes, Bob Gilbreath of Bridge Worldwide identifies why his book “The Next Evolution of Marketing” better know as Marketing with Meaning is such a powerful resource. With the Internet changing marketing in yet unknown ways, Mr. Gilbreath and ex-P&G CMO Jim Stengel are not in search of answers, they are looking for the right questions. Think about it, everyone is searching for marketing answers — only the most innovative (pronounced as a Brit) are looking for the right questions.
Once the right question is identified, the answers are easier (not easy, easier). They are guided and directed. They are strategic, not tactical. In Mr. Gilbreath’s parlance they are meaningful. Start with the questions and then dig deep. “How do we make more money?” may be the first question, but it’s, perhaps, better asked “Why aren’t we making more money?” Then daisy chain it from there to get to Bob’s so-called burning question. Check out the interview here.