There’s this classic definition of madness: doing the same thing over and over again, expecting different results; or doing different things, expecting the same result.
In marketing it’s the other way round.
Why why why?
Say, your 3-year old niece comes over to play. At some point she asks you, why there are dried flowers on your table. You like flowers, you say. And she asks: why? Because they look nice. Why? Because… Why? And every explanation is answered by yet another Why?
With all their supposed cleverness, the person defining madness doesn’t understand a simple thing, even your 3-year-old niece realises: that things change when you interact with them. The glistening in her eyes tells you, she is just waiting for you to crack. And you feel, by the slight annoyance in your chest, you are changing.
If you do your job well, you as a a marketer change the market.
It’s the same with marketing: You’d be mad to do the same thing over and over again, and expect it to keep working. Because if you do your job well, you as a a marketer change the market (and the people it stands for). And even if you do a poor job, the market is changed by you and all the other (good or bad) marketers.
And because you are a phenomenal marketer and communication professional, you can answer your nieces 17th „why?“ with your own smirking „why do you ask?“
martin phox 
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