Helen Edwards: It’s riskier to be too slow than too fast

What do chief executives increasingly require from marketers? The impossible. Sitting atop corporations crisscrossed with bureaucratic processes, checks and boundaries, they demand that marketing be more ‘agile’. Preaching from the pulpits of their cathedrals of caution they call on us to become ‘entrepreneurial’.
A recent McKinsey report on how marketing should move with more pace quotes the boss of an Asia-Pacific consumer goods company, who urges his marketers to make