Unicorns symbolize different things to different people. To a young child they are the mythical creatures of fairy tales. To a venture capitalist they are the rare startup with a private valuation of more than $1 billion. And to a marketing leader seeking to build a powerhouse marketing team, unicorns are the rare marketers with deep technical and domain expertise who also bring decades of industry experience. But just like in venture capital, it’s risky business to pin the future of your organization on something rarely seen in the wild.