Marketing is about people, not just numbers. Yet, many brands fall into traps that focus on short-term wins at the cost of long-term success. From over-relying on rented channels to forgetting there’s R&D in marketing, here are 10 mistakes to avoid—and how to fix them with real-world examples.
A. The History of the Stage-Gating Process The stage-gating process is a systematic framework for managing innovation, designed to break large projects into phases separated by decision points (“gates”). This methodology was pioneered by Dr. Robert G. Cooper in the 1980s. Cooper, a Canadian academic, introduced the concept in his book Winning at New Products: […]