Marketing is not always about what we as consumers need, but what we deeply desire. You need to be unique and compelling to be noticed. But how can you do that? The closer you get to your "why," the more distinct your position in the marketplace and the more memorable you become.
Marketers have to understand that there is no time to focus on the wrong things. Being super diligent was good when the world moved slowly, but today being diligent slows you down, and can slow down the people around you.