Transcription
What you're turning your back on is that 80% of marketing is fat tailed. Right, let me explain, okay?
The real value of marketing isn't what you do day-to-day, it's the fact that every sort of 6 months or a year or every 18 months, you stumble on something which is of disproportionate and enduring value. It's a discovery, if you like. It's a treasure find. Okay.
Now, the problem is we're no longer trying to do that. We're no longer looking for treasure, we're just mining ore, okay? And it's [ __ ] the whole business. [music]
The I would say 70% of the value of marketing isn't like that. It's not like Aldi or Lidl or Asda or Sainsbury's. It's like TK [music] Maxx, right? You go in and some of the time it's a total waste of time and every now and then you go, "Fuck me, I wasn't expecting that."
>> Yeah.
>> Right? So, TK Maxx is fat tailed retail, Sainsbury's or Asda thin tailed retail. [ __ ] me, a wet suit, right? Okay. Right. You didn't know you wanted a wet suit, you hadn't planned to buy a bloody wet suit or, you know, one of those power sprays, right?