perspectives The Book of Booth: Patrick Doyle Patrick Doyle combined marketing expertise and an understanding of analytics to lead a turnaround as president and CEO of Domino’s Pizza. Today, Domino’s, headquartered near Ann Arbor, Michigan, is the world’s second-largest pizza chain. Go where the action isn’t. I think there are just too many people in business—particularly earlier-career or mid-career people who are coming out of school—who want to go into an industry or sector that’s hot, where all the value is being created. But how are you going to prove that you’re bringing incremental value? You’re just one more person on that train. Understand the data. To be a highly successful marketer now you have to understand the analytics. Ten, 20, 30 years ago, marketing departments were largely made up of right-brained, creative types. They were coming up with advertisements, and a lot of it was around gut. You still need those people—breakthrough creative material is still going to come often from somebody on the right-brained creative team.