First – Do No Harm

Marketing people should challenge the norm, break
new ground and launch out in new directions.

It may mean going out on a limb, putting your reputation
on the line, perhaps even taking a risk or two.

There are, of course, degrees of risk and when setting a
brave new course you need to be cautious.

I believe in taking risks but not in being reckless.

It’s a misconception that “First, do no harm” (primum
non nocere) is a part of the Hippocratic Oath but it
should certainly be a pledge sworn by marketers!