As Outkast Teaches, Marketing Should Drive Action

In just 10 words, André 3000 gets distracted marketers back on track

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Editor’s note: This is part of Marcus Collins’ Check the Rhyme series, in which he extracts marketing insights from rap lyrics and explores the influence of hip-hop on the marketing world.

Hip-hop provides a master class on how we can consider and frame our marketing activity—take André 3000’s verse on Outkast‘s 1996 classic “Elevators (Me and You)” where he raps, “If it don’t move your feet, then I don’t eat.” In just 10 words, André 3000 encapsulates the core function of marketing, with implications for how we should design and measure its success.



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