The Extraordinary Cost of Dull

Adam Morgan: The Extraordinary Cost of Dull

Being strategically right but executionally dull is a very expensive error. And we are starting to be able to quantify just how expensive that is.

Working with Peter Field (The Long and the Short of it), Dr Karen Nelson Field (The Attention Economy), Jon Evans (System 1, The Uncensored CMO) and a broad group of data owners Adam is leading a three year project to put an exact cost on ‘Dull’ through the marketing funnel. He looks at why so many smart, well intentioned people are producing such a vast swathe of dull and mediocre marketing and communications, and offers a set of very simple questions and frameworks that can stimulate us all to be more interesting in how we communicate.