"All Because …": From command and control to cascades and contexts

Anthony Tasgal

Argues that market research theory and methods are still too dominated by rationalisation, linear thinking and cause-effect models.

'All Because ' From Command And Control To Cascades And Contexts

Anthony Tasgal POV Marketing and Research

The Thesis

A Jigsaw of linear thinking has dominated marketing and communication thinking for too long. Cause (a brand positioning) and effect (behavioural response) unquestioningly go hand in glove. But new thinking on mood, free will and emergence suggests a new language and model: seeing ourselves as Creators of Contexts and Cascades.

'The word 'cause' is an altar to an unknown god' (William James)

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