The Hammer vs the Screwdriver

As competitive environments get more complex, marketers will need more than one tool to deal with them. Always using a hammer will stop yielding differentiated solutions. Try using a screwdriver from time to time, you will be surprised with the results ! The challenge obviously is to know when to use which. Leaders need to encourage a flexible co-existence of both approaches without favouring one or the other.........Flexibility like the movement of a pendulum; exploring both ends rather than settle for the 'comfortable' centre.