The Importance of Mental Models in Marketing

I'm a huge fan of mental models and I feel that in marketing there are not enough compelling mental models. There are a lot of mental models that are actually quite unhelpful. So we need desperately better mental models to help us explain how to create customer value or how to create long term value for companies. And then the second thing is which is a huge driver behind this and I'm slightly bashful about talking about it but it's because I've always been ahuge fan of Roger Martin who is just an absolute genius at creating mental models. He's written more HBR articles than I think most people alive and he has written a series of fantastic books including the latest one, a