Deming for Marketing Managers
Almost 30 years ago, I was fortunate to have a mentor who was a devotee of W. Edwards Deming. No less than once a week (for four years) I would hear Charlie say, “If you’re not measuring it, you’re not managing it.” I never found the actual Deming quote, but the concept is certainly consistent with his philosophy. Charlie’s paraphrase of Deming changed the way I looked at marketing and advertising. Before Charlie (BC), I was satisfied measuring things like “reach and frequency,” confident that exposure drove awareness, built brand, and generated revenue – but Charlie (and Deming) proved me wrong.
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