A P&G marketer’s nugget for IROs
On a recent episode of How I Built This, Jim Stengel, former P&G CMO, said something that caught our attention.
Guy Raz: “We are in an era of massive data…I mean, you can measure everything now and increasingly everything more. In your view, do you feel like brands today rely too much on statistics and not enough on ground truth fact-finding?”
Jim Stengel: “It’s an AND, Guy… I had a nickname when I was an assistant brand manager, Data Man. I spent my time in the brand group just scouring the data about the brand, the competitive set distribution, and what’s happening. And I would spend a lot of immersion time in stores with mothers, with parents. You gotta do them both because insights will pop out when you are using both sides of your brain. So I’m an advocate for both. But if you do one without the other, you will not be a world-class marketer or world-class brand builder.”
What about you? Are you balancing data with real-world conversations in your IR strategy? The savvy IROs are engaging with analysts, investors, the C-suite, Board members, and colleagues to uncover insights that data alone can miss. That’s where those game-changing “aha!” moments happen.
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