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!