THE LONG AND THE SHORT OF IT needs THE WRONG AND THE SHIT OF IT

We’ve built a marketing culture that’s obsessed with aping winners and sweeps failure under the carpet. Our industry’s effectiveness bible, The Long And The Short Of It, is a huge compilation of lessons from winners, yet it’s in the losers that we can best understand success, writes Harry Guild, data strategist at BBH London If you judge life by longevity, Dorothy...