Who is more dangerous an inciter or someone who is operational (a doer, in other words)? According to American anti-terrorism law, operational is more dangerous. In marketing it’s the opposite. Of course marketers aren’t really dangerous. No one gets hurt.
People who create strategies to alter consumer demand are inciters. Those who develop the strategies through which consumers prefer one product over another are inciters. Inciting is what strategists do. Retail channel people — people at the point of sale — are operational. That doesn’t mean they aren’t important – they can be. Creative people — the ones who write the copy, create the pictures and edit together the selling story– they, too, are operational. Influential at the point of communication yes, but operational nonetheless.
Good inciters touch consumers and operational people. Great creative product typically has powerful inciter behind it. In brand planning, we often talk about insight. We should be talking about incite. Puh-zeace!