Marketing engineers see the world differently. They do things differently. They act differently. They also think differently.

And that is exactly what Steve Jobs - the legendary force behind Apple - did and that is why he was a marketing engineer par excellence.

The world belongs to the engineers. It might be tempting to think that marketing is exempt from this trend. It is, after all, a creative industry - one that often focuses on vision and values more than nuts and bolts. But the future of marketing belongs to the engineers as well.

When covid-19 hit the world in mid-March with the force and severity of a modern blitzkrieg, people in every country discovered to what extent they value - and missed - communication.