The marketing industry needs more polymaths (dictionary definition = ‘a person of wide-ranging knowledge or learning’)
‘natural integrators’, or to put it another way, personalities who have the ability to talk across strategy, planning, buying, technology, data and measurement. These ‘polymaths’ tend to have a healthier balance between left and right brain.
They come up with big ideas but also make sure that those ideas are grounded, measurable and will deliver a return. They coach and nudge others towards great thinking. These people are the top marketers of the future.
Rather than putting out endless job specs for ‘data scientists’ or ‘ideation experts’ perhaps as an industry we should be looking for ‘marketing polymaths’, the talented chefs and chemists of the marketing world?”