What bees can teach us about marketing | WARC | The Feed

Within companies, marketing is often seen as a cost rather than as a part of the value creation process, but there are useful lessons to be learned from nature – and from bees in particular, says Ogilvy vice chairman Rory Sutherland.   

Why it matters

When bees discover a source of pollen and nectar they inform the rest of the hive via a waggle dance, but not all the hive then heads off to gorge on that source. A significant proportion continues to roam elsewhere, discovering new opportunities and providing resilience.