By Michael LeBeau
CEO, Managing Partner, Founder
Scrum50

Resist the impulse to vet your marketing concepts through the “dream crushers” at your agency (or client) because they always seek consensus. And consensus is creative death.

It reduces your best ideas to plain vanilla. Instead, start out the New Year now by learning to rely on consumer behavioral feedback from the real world — the marketplace — to validate your concepts, the agile marketing way.