The Top 10 Reasons Why Marketers Should Forsake Top-10 Lists
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There’s a top-10 list for just about anything. Personal health. Tax returns. The greatest events in history. Favorite bands. Reasons why the other political party stinks.
As a communicator, I’m particularly interested in the prevalence of top-10 lists in the marketing world. I can’t pick up a book or attend a conference that doesn’t present the most thorny and complex issues distilled into a how-to checklist. It’s assumed that if a Big Idea can’t be expressed in a list of actionable little ideas, it’s not worth knowing. There are how-to lists on how to write how-to lists.
Marketers have always struggled for credibility and a voice within their organizations and at their clients’ organizations. We compete these days with technologists for control of the basic tools of our craft. Yet we busy ourselves with telling one another how to reduce our strategic aspirations into neat little daily calendar entries. And then we bemoan the fact that we’re treated like tacticians by those around us.
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