In my teaching and consulting, I often compare marketing and analytics to the TV show Masterchef. I love to watch this show. I enjoy seeing how ordinary people can create these sumptuous dishes out of the same ingredients that I see at the grocery store. It truly is magical. They transform your basic chicken and potatoes into creations that I can only dream of.

The truth of the matter is that while I love to eat I am a terrible cook. I am good at following directions (i.e., recipes). I can put together a mean Ikea bookshelf after all. Yet even with the most detailed directions imaginable, the quality of my cooking would never even come close to these chefs.

When reflecting upon this, I am reminded of the typical classroom. As a professor, I often see educators giving students the ‘recipes’ of success. We teach material and knowledge that we have acquired over the years. This information can be critical and insightful, and yet often, something is lacking.

While I may give you the rec...