Be a leader, not a drunk

"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support rather than illumination"

- David Ogilvy

While research is helpful, there is a limit to it as it is simply information of the past. Marketers must be able to make decisions for the future. A marketer must be a leader.