Theory and Execution

Marketing theory that can't be used to achieve real business results is a waste of time.

Marketing execution that ignores proven theory takes longer, costs more, and achieves less.

The very best marketers know how to combine both.

That's why, when I teach, my goal is to bring the theories to life with practical examples. And I've found one of the best ways to do that is to invite experienced, exceptional marketers into my classes who can demonstrate how all those theories are applied in the real world.

Yesterday evening, I wrapped up the fifth "Retail Marketing Strategies" course I've had the pleasure to teach for the Schulich School of Business at York University since 2017.

I'm grateful to all my friends who took time out of their busy lives to share their insights and expertise with my students: Dennis Gorya, Sean Feather, Elizabeth McNeil, Lia Grimberg, Adam Levinter, Ghassan Halazon, Doug Stephens, Kelly Saltzman, Tanbir Grover, and Trinh Tham... you made this term exponentially better -- thank you!

I'm grateful to my talented Schulich colleagues who continue to raise the bar with their own classes and motivate me to continually improve. I'm especially grateful to Ashley Konson for his guidance and insights this term, and to Sheila Sinclair and Tram Pham for making everything happen behind the scenes.

And most of all, I'm grateful to my students for their effort, engagement, and kind words throughout the term. (Also for laughing at all my terrible Dad-jokes.)

Thanks for putting in the work; I know there was a lot of it (#SorryNotSorry), but I hope in the end you found it worthwhile.

Until next time...