“There are hundreds of thousands of people who were trained and mentored, and studied classical marketing, and they got good at it,” says Clark Kokich, chairman of digital agency Razorfish. Unfortunately, the world has changed – and that education is no longer relevant.
(…) “What you need more than expertise is curiosity, someone who’s interested in what’s happening, loves change, and wants to develop ideas and drive change. If you’re not one of those people, you’re going to hate what’s going on in marketing and you won’t be effective.
(…) The first step, says Kokich, is to “ask a different question.” He advises companies to pull together a cross-section of company and agency staff – “everybody that’s responsible for building anything that touches the customer”