Bothism

The rare capacity to not only see the value of both sides of the story, but actively consider and then co-opt them into any subsequent marketing endeavour in an appropriate mix.

Coined (or at least defined) by Mark Ritson in his Marketing Week piece "Bothism is the cure for marketers' fascination with pointless conflict".

For fuck sake, stop saying 'either' and 'or'. Sustainable long-term growth requires bothism.

by tres_phil December 2, 2020