Unlocking Marketing Creativity: Insights from Gee Ranasinha on Breaking the Template Trap

In this episode of “From Startup to Wunderbrand,” Nicholas Kuhne sits down with Gee Ranasinha, CEO of Kexino, to talk about the state of modern marketing and the importance of creativity. Gee shares over 16 years of experience working with over 400 startups and small businesses. He discusses the challenges facing marketers, including the rise of AI and the templatization of marketing strategies.

Breaking the Template Trap

Gee emphasizes that marketing today is dangerously following formulaic approaches that diminish creativity. “Marketing isn’t baking,” he says, “it’s cooking.” Unlike baking, where you must follow exact measurements, marketing requires room for improvisation and experimentation. By simply following a set template, businesses are losing their ability to stand out and engage their audiences.

Question Everything

Gee believes the essence of good marketing is curiosity. He laments that many marketing students today lack this critical quality. “We’re not questioning why things are done the way they are,” he notes. Without curiosity, marketing risks becoming generic and ineffective. Gee encourages marketers to constantly question the status quo and explore new creative possibilities.

The Importance of Strategy

Before diving into the tactical side of marketing, Gee insists that businesses must first align their marketing with their overall business goals. He shares his experience working with startups and small businesses, many of which rush into creating ads and emails without a clear understanding of their objectives. By ensuring alignment between business strategy and marketing, companies can avoid costly failures later down the line.

Art vs. Science in Marketing

Marketing is a balance of art and science. Gee highlights that while data and technology are important, marketers cannot rely solely on them. Creativity plays a crucial role in making campaigns successful, and marketers must learn to balance both elements to achieve their goals. The rise of AI tools like ChatGPT, while useful, should not replace human creativity.