Market Horizon 2009 and 2010

Online, November 26, 2009 (Newswire.com) - Market Horizon 2009

You have probably already heard and read a great deal about the economic crisis. Experts and
opinion makers are falling over each other in an attempt to make the direst prophecies and paint an
ever blacker and bleaker picture of the recession. At the other end of the scales, we find a flock of
desperate consultants who are seeing their business crumble while simultaneously proclaiming new
market opportunities provided companies maintain their marketing budget. Neither side is wrong,
but both are narrow standpoints often distorted by selfish interests.
Our first piece of advice is to warn against falling victim to, or even continuing what we call 'the

Forrest Gump syndrome'.

Forrest Gump is the screen adaptation of the book by the same name. The film tells the story of a
simple and often simple-minded man, Forrest Gump, and his epic journey through life, his
incidental meetings with historical figures, his influence on pop culture and his experience of
historical events. For all this, Forrest does not always seem to grasp his own importance. One of the
many famous quotations from the film is: "My momma always said, life was like a box of
chocolates. You never know what you're gonna get."
Far too many people in marketing forget that marketing is a financial discipline and, like Forrest
Gump's mother, see