references/figures/peter-field.md

# Peter Field

## Contribution

A decision card for the Marketing Effectiveness school. Use the principles, not the personality.

## Principles

- effectiveness should be judged on business outcomes.
- short-term efficiency can conflict with broader growth.
- creative and media choices interact with time horizon.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `long-short-effects`

## Counterweights

- Compare with `claude-hopkins` when the principle would otherwise become a universal rule.

## Sources

- `source:binet-field-long-short`