Mental models allow us to make sense of the world rapidly and efficiently. They aid in the progress and application of disciplines such as marketing by facilitating understanding and action. At the same time, these models can become traps by limiting the world that we see and our opportunities for action. The marketing discipline, for example, is defined by a set of mental models that give marketers distinctive perspectives on business challenges and solutions. These mental models, however, also have limits. These limits need to be recognized and challenged to respond to shifts in the environment and develop more creative solutions to business problems. This presentation examines some of the limits of the mental models of marketing and ways to expand our thinking about marketing to increase its creativity and value.