I don't know about you, but I love metaphors. In fact, someone once told me that the secret to life was finding the right metaphors to live by. And, if that's true, perhaps this one could come in handy.
Metaphor of the week comes courtesy of Richard Rawlinson, Vice President at Booz & Co and co-speaker at this week's Financial Services Forum event. Richard's take on things today was that marketing used to be a bit like ten pin bowling: you worked out of your message, lined yourself up and launched it at people down nice, straightforward channels. And, if you were lucky, you might even get a strike.
Nowadays, however, things have changed. Far from being nice and straightforward, marketing's become an increasingly complex affair where you lob your message into the chaos and it gets buffeted and passed around, with marketers giving it the occasional flick or nudge of control. Less like ten pin bowling and more like pinball.
Getting good at pinball isn't easy. It takes patience, luck and - every now and again - a touch of force. Keep practising, though, and who knows? Maybe one day you'll hit the jackpot.