Are marketers hedgehogs or foxes?

Judie Lannon

Looks at the history and evolution of Market Leader in response to the marketing industry.

Reflecting on the 20th anniversary of Market Leader, founding editor Judie Lannon wonders what makes a marketer.

A contrarian friend of mine was fond of saying there are two types of people in the world: those who divide the world into two types of people and those who don't. Irritating to some and intellectually reductive to others, we all categorise to some extent to make sense of things. Market segmentation is, after all, a core practice in marketing.

The philosopher Isaiah Berlin divided the world of philosophers and thinkers into two categories: hedgehogs and foxes. Hedgehogs are...

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