Insight 98 · Growth & Innovation
Lost at CES: A Guided Tour of Marketing’s Collective Delusion
Let’s talk about the CES marketing pilgrimage, the annual tech-theater ritual where marketers act like futurists and technologists pretend they understand brand.
The accountability test
Can the decision survive informed questions?
This idea asks leaders to move past activity, convention, and confident presentation. The test is what the claim changes, who can question it, and what evidence supports the decision.
In growth & innovation, accountability means making assumptions visible, naming an owner, and connecting the work to an outcome people can recognize. If the reasoning cannot be explained clearly, the system is not ready to scale.
Source: Lost at CES: A Guided Tour of Marketing’s Collective Delusion ↗Bring Jay into the work
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