 Preface: no gender bias is intended. Coined in the 1950s and popularised by the disastrously loveable Bridget Jones, the euphemism ‘big-girl pants’ relates to need for successful marketers to be realists.
Here I examine why the best Marketers (male/female/otherwise) have the maturity to see it like it is, are honest about their performance, and have a laser-like focus on the tasks that actually turn consumers into customers.
How do you know if something has been successful if you don’t have absolute clarity on what you set out to achieve?
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