Forget "Just do it"; it's now "Just Let Go" or so says P&G Chief, A.G. Lafley at the ANA Conference (Ad Age reports here)
As the article astutely points out, "Mr. Lafley's address is probably better understood as a strong articulation of well-known marketing realities than anything groundbreaking... still, if P&G is starting to preach the gospel of letting go, even the world's more conservative marketers are bound to sit up and take notice"
I'm going to challenge P&G to come good on the rhetoric. You talk a great game...now walk it. Make no mistake, you're moving forward gradually and cautiously, but now is the time to release the shackles and move from a limp to a sprint.
At the end of the day, "just letting go" is actually less about the consumer and more about YOU (the marketer); it means getting out of your own way and letting things take their rightful course.
And when you do, the results will be refreshing and liberating.
Just do it :)