Fantastic points and perspective. Thanks!

That said, the company seems really excited about change for the first time since the dot-com years. Millenials are coming in, and some new organizational structure changes have promise.

I’m glad Piers started this debate, and singled out P&G in particular, as it could be the push that the company needs. P&G is not always the leader in change, but it has a history of moving effectively when the writing is on the wall. Here in this blog, three of P&G’s thought leaders are engaged - which suggests that more discussions will ensue in P&G GO’s around the world. The more we talk about it - especially externally - the more likely that BMs will think about the issue and change their behavior.

Finally, as for the rise of niche brands like Method, I do believe these brands have a lot of potential to steal share over time - maybe turning the mass product marketing business on its head in a couple of decades. But, as I heard in Cannes a few weeks ago, Method only recently hit the $100 million revenue mark. That’s after about ten years in market and with products across several categories. The brand may have captured the passion of marketing people, but it still has a long way to go with the general population.

The reason geek marketers are absolutely needed today is more because of data than because of constant change in the space. An ability to draw simple, actionable conclusions from the mountains of data available is *very* difficult and is a way that the best digital marketers will continue to differentiate themselves today and in the future.