It's a very creative process, it's very messy and piecemeal, and we
run into frustration and confusion all along the way. I feel that a lot
of marketers and would-be markets want to avoid all that, so they avoid
doing the kinds of things that create frustration and confusion. And
yet, I believe firmly that in some ways, these things can be your
friends -- just as fear can be your friend, as long as you're using it
as fuel.
Frustration and confusion are part of every promotion
we've done in the 25-year history of our company. There's been a point
during every promotion when I've said, "Oh my God, why did I even start
this thing? Why?" But that point has been short-lived every time. You
get through it, figuring things out as you go. That's part of the
creative process.
