When it comes to shaking old habits, we quickly remember the reasons why they became habits in the first place. Whether it’s always been done this way or the risk is low and it leads to a shortcut, marketing is truly it’s own dimension of truths and fallacies. Our guest today, Atul Minocha, author of Lies, Damned Lies and Marketing, backs the notion that while marketing data will certainly show the disappointments of oversold performances, the quality of finesse at which you conduct your marketing strategy is where the value and returns really emerge.  Atul is a partner at Chief Outsiders, a marketing consulting firm that helps CEOs accelerate growth through strategic planning, customer insight, and disciplined execution of well-crafted marketing plans. With experience in startups and Fortune 500 companies like Honeywell, Kodak, and Toyota, Atul works in a wide range of industries, from automotive and healthcare to industrial goods and technology.  Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. He is a professor at the Hult International Business School, a mentor and an angel investor with Sierra Angels, a Vistage speaker, and a Forbes contributor.