I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives. " Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Heinz Pagels
The capacity to tolerate complexity and welcome contradiction, not the need for simplicity and certainty, is the attribute of an explorer. Centuries ago, when some people suspended their search for absolute truth and began instead to ask how things worked, modern science was born. Curiously, it was by abandoning the search for absolute truth that science began to make progress, opening the material universe to human exploration.
