One of the best things about living in Manhattan is that pedestrians rule. Well, except when you are the driver. While I walk just about everywhere, I seem to forget this once I am behind the wheel....

On an average day, I am the pedestrian, cursing the drivers that prematurely roll forward into the crosswalk, anxiously waiting for the light to turn green. How dare they?

Behind the wheel, I am transformed into a driver, cursing the pedestrians that scurry across my path right before the light is about to turn green. How dare they?

While only some consumers are marketers, every marketer is a consumer. We must never forget that we live, eat and breathe the same brand experiences as the rest of the world. Sure, we might consider ourselves above the pedestrian consumer, yet at some time or another we all will find ourselves in the cereal aisle contemplating a new product.

In my love-hate relationship with the industry, I often wonder how much better our marketing might be if we stopped and considered the experience of those on the other side. Hate junk mail? Pedantic messaging? Poor execution? Use your position as a marketer, and experience as a consumer, to effect change.