he most dramatic advances in human development over the past century can be summed up in two words: “if” and “then.” With only slight oversimplification, all marketing can be translated into if/then processes.
Look no further than Moore’s law or IBM’s Watson. The algorithm, or the ability to perform complex tasks with a cascade of simpler if/then actions, has yielded stunning advances in machinery, medicine, communications, and artificial intelligence that are redefining our lives on several levels.
It may seem a stretch to tie those lofty heights to the earthier world of marketing. Yet it’s as true for marketing as it is for any human endeavor that future advances lie in more fully harnessing the force of if/then…
