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Matt McGee on May 10, 2017 at 2:25 pm

Is marketing more of an art or science?

That question lies at the heart of a long-running industry debate, and it served as the foundation for an opening keynote Wednesday at our MarTech conference in San Francisco featuring conference chairman Scott Brinker in conversation with Spotify VP of Growth Marketing Mayur Gupta.

The two discussed a recent survey of hundreds of marketers in which 50 percent said marketing is an equal mix of art and science — although another 31 percent believe it’s more science than art. But what about outside of marketers? Are non-marketing executives starting to see marketing as more of a scientific discipline?

“This is absolutely happening,” Gupta said. “Marketing is no longer just about branding. Marketing is being held accountable to drive growth for the company.”

Still, Brinker cautioned that marketing isn’t only about science. He says that the marketing technologies the industry builds have to meet the needs of a human connection — that’s where the art comes in. “There’s a lot of art required even in the process of building a technology for the end user,” Brinker said.

Gupta and Brinker positioned the customer as the place where the art and science of marketing come together. Consumer expectations get higher every day, Gupta said, referring to how the iPhone changed our expectations of what a phone should do and how voice-enabled devices are changing expectations more recently.

Gupta urged attendees to learn from Amazon and put the customer in the middle of its organization structure, not focus so much on separate marketing channels. He said companies need a “horizontal layer” that brings all marketing channels together with the customer at the center of everything.

“There’s so much happening in each channel — things like artificial intelligence and machine learning are really big now,” Gupta said. “But in the middle you need experience planners — I like to call them growth planners. These are the people who orchestrate the symphony, the person who knows what instrument needs to come up and which one needs to quiet down at each point during the customer journey.”

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Husband father of 3. PhD candidate in Organizational Psychology. Bestselling author of WILLPOWER DOESN'T WORK.

In 1978, Ellen Langer, a Harvard psychologist performed an important study . She gave houseplants to two groups of nursing-home residents. One group was told they were responsible for keeping the plant alive and that they had autonomy in their daily schedule. The other group was told the staff would care for the plant and they were not given choices in their daily schedule.

After 18 months, as many people in the group given responsibility for their plant and schedule were alive than the other group. Langer took this as evidence that the present bio-medical model which views the mind and body as separate is wrong.

In response, she conducted a study to further examine the mind’s impact on the body.

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In 1981, Langer and a group of graduate students designed the interior of a building to reflect 1959. There was a black-and-white TV, old furniture, and magazines and books from the 1950’s scattered about.

This would be the home to a group of eight men, all over 70 years old, for the next five days. When these men arrived at the building, they were told they should not merely discuss this past era, but tothey actually were their prior selves, 22 years ago. Langer told them.

From that moment on, the study subjects were treated as if they were in their 50’s rather than their 70’s. Despite several being stooped-over and having to use canes for walking, they were not aided in taking their belongings up the stairs. they were told.

Their days were spent listening to radio shows, watching movies, and discussing sports and other “current events” from the period. They could not bring up any events that happened after 1959 and referred to themselves, their families, and their careers as they were in 1959.

The goal of this study was not for these men to live in the past. But rather, to mentally trigger the body to exhibit the energy and biological responses of a much younger person.

By the end of the five days, these men demonstrated noticeable improvement in their hearing, eyesight, memory, dexterity and appetite. Those who had arrived using canes, and dependent on the help of their children, left the building under their power and were carrying their own suitcases.

By expecting these men to function independently and by engaging with them as individuals rather than “old people,” Langer and her students gave these men “an opportunity to see themselves differently,” which impacted them biologically.

The roles you play in life determine your identity andbehavior

Although Langer’s Counterclockwise study portrays the positive possibilities of redefining individual roles, other psychological research exposes a darker side. For example, the famous Stanford Prison Experiment conducted by Philip Zimbardo revealed that the roles people are in, in large measure, determine their identity and behavior.

In the experiment, individuals were assigned to one of two roles, prison guards or inmates. Disturbingly, the experiment was forced to end premature because the subjects played their roles .

Those playing guards ridiculed and tortured the inmates, whereas those playing inmates became docile and even hopeless. The aftermath of the experiment left several of the study’s subjects psychologically traumatized.

It’s difficult to deny that the roles you play in your life dramatically impact who you are and how you act.

Your personality is not a fixed and intrinsic entity. Rather, your personality and character are fluid and ever-changing based on the roles you play. Consider the experience of Heath Ledger, whose death many believe was due, at least in part, to his over-attachment to his as the Joker in .

We are all actors on astage

William Shakespeare

You and I — everyone — are all actors. We are all playing roles on different stages in varied contexts. In one situation, you may play the role of a musician while in other roles you may play a parent, a friend, a lover, a student, or a teacher.

Each situation determines the role you play. However, most people have not consciously designed their circumstances nor have they consciously determined the roles they will play.

Most people fail to realize that they get to choose their stage, who they will be, and how they will act. They have not decided to write the story of their own lives. But have consigned the story-telling to someone or something outside of them.

Rather than seeing their identity as flexible and malleable, most people believe and see their identity as rigid.

Seeing yourself more authentically

Your most authentic self is not who you currently are, but rather, who you . You are the author of your life’s narrative. You have power to determine the stages of life you will be on and the characters you will play.

And even when unexpected challenges arise, you have the power of improvisation during which, you can live congruent to your values — the essence of authenticity.

Because you get to shape the environment and decide the roles you will play, you can make quantum leaps in your personal and professional development. The process is simple:

What is yourgoal?

Ryan Holiday

Most people are wandering through life like they wander on the internet, reactively scrolling their newsfeed and landing on the random pages that appear. They haven’t determined what they want, and thus they haven’t consciously designed their environments. Rather, they adapt to and become the product of whatever environments they wander into.

However, when you decide what you want, the universe conspires to make it happen.


When you decide what you want, you set the stage. You get to create the plot, the setting, and the characters that will be in your story. Most importantly, you get to decide which  — plural — you will play, and how your story will unfold.

Until you decide what you want, you won’t be able to consciously shape your environments. And as a human being, you adapt to and evolve overtime based on your environment. In order to consciously evolve, you must know who you want to become at your next stage.

However, you don’t want to plan too far into the future. When you plan too far ahead, you put a cap on your potential. You begin to see your identity as fixed.

When taking big leaps, you’ll be opened up to new universes of possibilities. At every next level, your perception of your potential and possibilities will radically expand. As Leonardo DiCaprio has said,

You have no clue what your potential is or who you can become. There is no cap. You are completely flexible and fluid. Your view of who you want to become will completely change.

I have a friend, Greg, who is 41 years old. He’s successfully started and ran multiple businesses. Twenty years ago, his plan was to get 10 million dollars in the bank and retire by age 40.

However, he’s since achieved that goal and in due process has expanded his view of himself and his potential to contribute. He is actively pursuing goals and meaning beyond anything his 21-year-old-self could ever conceive.

What conditions will make the achievement of your goal inevitable?

Ellen Langer

Most people approach goals and personal improvement the hard way. Rather than changing their environment, they strive to their current environment. This is the essence of willpower, our individualistic Western culture’s obsession.

Willpower is the slowest and most ineffective way to evolve — focused on incremental and linear growth. Thus, focusing on willpower as a strategy for change will never allow you to make quantum leaps in your life. Willpower is an uphill battle, continuously dealing with the .

However, when you commit to an enormous goal that far exceeds your current capability, willpower won’t solve your problem. Rather, you’ll need a new environment that organically generates your goals — a context that you to become more than you currently are. Once you design the right conditions, your desired behavior naturally follows.

You get to decide what you want. You have the power to create an environment that demands you to grow into your goals.

If you want to become a world-class cyclist, your environment will need to support that goal. If it doesn’t, like most other people you’ll be required to use willpower and you won’t achieve big goals. As Dr. Bruce Lipton has said in his book, ,

Consciously designing your environment is like creating a river that runs directly toward your goals. It’s like entering a slipstream that pulls you forward at increasing speeds.

What role do your environments require you tobe?

Michael Port

After you’ve decided your goal and created the context, you’ll need to determine the roles or characters you will play to achieve your goals.

The truth is, in every situation and human interaction you’re in, you are Your behavior, and the roles you play in your relationships influence other people.

How do you want to influence those around you?

Who do you need to to achieve your goals?

What will your voice be?

What is your ?

Authenticity involves deciding who you will be and the character you will play. Even if at first, this character feels unnatural to you. As F. Scott Fitzgerald has said,

Your most authentic self is who you intend to become. Like the men in Langer’s study, your view of yourself will transform you even on a biological level.

Act asif

William James

You can develop to mastery nearly every quality and ability. Of course, there are certain constraints. I, for example, can’t make myself 7 feet tall. However, if I wanted to, I could become a world-class musician, or leader, or missionary, or entrepreneur, or teacher, or writer, or computer coder.

When it comes to skills and abilities, your potential is seemingly limitless. If you’ve set a clear and definite goal far beyond your current self, created conditions that facilitate that goal, and determined your needed roles, all you need to do is you are already that person.

When you take huge leaps like this, you will absolutely be stretched. Often, it won’t be pretty. You’ll constantly be living . You’ll feel like a fraud. The imposter syndrome will be exquisite. Your current self will often show itself, even when your environment requires you to be so much more.

But, overtime, you will adapt to your environment. You will come to play your role so naturally that you’ll no longer be acting. Acting as if will become You will become who you intended to be, which is your most authentic self. And in so doing, the attainment of your goals will be natural and inevitable.

Developing important relationships

 — Robin Sharma

It will be impossible for you to grow into your roles without help from trusted friends and mentors.

In the book, Keith Ferrazzi dispels the myth of the lone professional “superman” and the rest of our culture’s go-it alone mentality.

According to Ferrazzi, the real path to success in work and life is through creating an inner circle of “lifeline relationships.” These are deep, close relationships with a few trusted individuals who will offer the encouragement, feedback, and generous mutual support you need to reach your full potential.

These “lifeline relationships” are the people who make sure you don’t give up and quit. Without these people, you will fail. The situations you’ll put yourself in will be too much for you to handle alone.

Conclusion: Taking massive leaps offaith

Elizabeth Gilbert

Quantum leaps and instantaneous change are completely available. The growth you seek in your life doesn’t need to be incremental, it can be exponential. You can experience radical — even quantum — improvement.

The process is simple, but not easy. You’ll need to know what you want and take enormous leaps of faith to get there.

You take leaps of faith by putting yourself in demanding situations that require you to be substantially more than you currently are. In those situations, you’ll need to decide who you will need to be and then act as if you are already that person.

As you adapt to your difficult environments, you’ll evolve into a new person with expanded consciousness — stretching your views of yourself and your possibilities.

There is no cap to your potential. Your identity is fluid. You get to choose.

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Carl Cox talking about why Ableton is his DAW of choice for producing:

"I’m making music on the move - I'm on the move all the time, as you can imagine. So I’m using Ableton Live to basically make music when I’m sat on a plane, or wherever, really. I’ll be sat in a hotel room on my own and have these little ideas in my head. Ableton gives me that freedom to make music when the mood takes me. It’s definitely the program to use, because you can create basslines and chord structures, just from the QWERTY keys."

"So, for me, that is quite cool as you don't need an external keyboard to play synths and that. A high-powered Apple Mac computer and Ableton Live is a match made in heaven for me. I just put the headphones in and rock the house."

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Carl Cox finishes his productions using Pro Tools. He says, "Yeah, the writin...

Carl Cox finishes his productions using Pro Tools. He says, "Yeah, the writing studio in Australia. That’s where I can up the ante and bounce everything down into a Pro Tools system. With Pro Tools I’m able to use some really emotive plug-ins and really bolster the sound into a concept."

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