The InsideOut blog is a collection of our strategy, marketing and online thinking.

I’m halfway through reading How Customers Think (Zaltman), and would already recommend it to any serious Marketer. The book opens with a challenge, stating that the average Marketer believes reading a Marketing Magazine every month or so is enough to keep up to date with what’s going on. And then goes on to say Marketers wouldn’t survive in other professions that have much tougher requirements around ongoing professional development.

Pretty big words! Personally I don’t think you can be a good Marketer without reading and consuming a lot of media – whether it is magazines, business books or blogs as well as going to a reasonable amount of external conferences or seminars.

There's a challenge here, make sure you’re keeping up or get out of the way!