Gerald Zaltman, according to Joe Plummer
, is the spiritual leader of the Engagement movement. Oh yeah, he’s also the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School
. While he offered brilliant answers to my questions, he also offered a good response to what I think is going to become a hugely critical question: Is Engagement a finite commodity? He linked to limited attention and limited ability of consumers to process information. Amidst all the hype about advertisers trying to reach this realm of Engagement, I think these latter issues are fundamental. Too often advertisers are in denial about this fact. Click the Play button below to view our discussion.