Jurgen Proschinger

Running an ad campaign by the numbers is like painting by numbers: It's for amateurs! Why is it that everybody believes these days that advertising is a science? Must have to do with Google and all the SEO crap. No, advertising is persuasion. And persuasion is an art.

One of the most important skills to have beyond a knack for numbers, in my opinion, is the ability to look for what isn't there. To see the story behind the charts, and understand the intrinsic motifs that drive one business to success while others fail miserably.

You don't have to know your domain inside out, but you must know your numbers! Any time of the day, under any given situation.

As someone who has had the privilege of living and working in 30+ countries worldwide, I cannot emphasize enough the importance of immersing oneself in a different culture to truly understand its complexities. Working alongside individuals from diverse backgrounds, navigating cultural norms in daily interactions, and experiencing the rhythm of life in a foreign land provide invaluable insights that vacations, textbooks, and lectures alone cannot offer. It is through these immersive experiences that we gain a deeper appreciation for the values, beliefs, and traditions that shape a society. Cultural awareness is not just a checkbox to mark off—it is a continuous journey of learning, unlearning, and adapting to new perspectives.

There is a profound saying from Germany's northern regions that "the fish always stinks from the head." This succinct yet powerful proverb serves as a stark reminder that when faced with complex issues within a company, one must not shy away from examining leadership as a potential root cause. It is all too easy to focus solely on surface-level issues or place blame on external factors. Instead, one must look beyond the obvious and ask uncomfortable questions, particularly with upper management. CEOs/VPs/Managers must reflect on their actions and decisions, recognizing that the behavior and actions of upper management set the tone for the entire organization and reverberate throughout the company.

Today, anyone can master a skill, only to see it superseded tomorrow. To prepare for all the uncertainty the future has in store, I have committed myself to mastering the art of learning. Ultimately, what’s more valuable than whatever knowledge you’ve gained in your studies is a flexible mindset, and the ability to always embrace change as an opportunity.