Jeff Charney – Progressive Corp.’s CMO, and who regularly reminds America of his brand with the seemingly ever-present “Flo” – studies at the Goldilocks School of Marketing.

“It can’t be too hot or too cold. It has to be just right.”

On one extreme, he explained to the 3,000 delegates at the Association of National Advertisers’ (ANA) 2018 Masters of Marketing Week, “A lot of marketers really overthink things.” Members of this group, in fact, typically require so much data and information that they risk “paralysis by analysis.”

By contrast, at the other extreme is the marketer who does too little: “They just don’t have any thoughts. And, when you don’t have any thoughts, you get fired.”

The “just-right” people, he offered, operate with the confidence of “insight-based risk decisions. There’s a handful of brands that are doing it, but one brand’s done it better than anybody. It does it just right. It goes right up to the edge.”