“This Is Just A Marketing Job”

This is always a false question or a lie… In the knowledge economy, all jobs are marketing jobs.  At our most basic level, business is all about marketing.  So when someone says that something is a “marketing job.” What they mean is that they don’t have a grasp on their value in the marketplace. Because everything we do is a marketing …

The value of new ideas

Its a little tricky to overcome embedded ideas about value.  Our advertising industry has done a tremendous job of presenting so much “stuff” to us that we have no ability to discern all of it. Which ultimately leads to not paying attention.  Attention is the most pressing commodity.  This is why it is difficult to make headway on many issues. When …

Make The Jump

If you aren’t careful, you can easily fall into the trap of talking about deliverables or wants. The big jump in any conversation is when you jump from want to need with a big dose of why attached. And, remember, a lot of times, the person that tells you that they want something may not have a good understanding of …

Challenges…

Here are some of the constant challenges that are at play in our business environment: execution vs alignment change vs status quo on demand vs long term reason vs emotion present vs future past performance vs future performance

Marketing is different than advertising

Too many discussions center around marketing and advertising and define them in a way that makes them meaningless.  The best way to think about them is that advertising is a tactic and most of what people talk about like social media marketing, digital marketing, and assorted other things that randomly get tagged with the term marketing are actually tactical.  Marketing …

Tangible…its real

I often tell my friends that they need to focus on the tangible value that they are giving.  For too many of us, we get bogged down in the concept of activities and our part in a project. The fact is that our value to our client needs to be measured in real results and dollars added, dollars saved, or …

What is the value?

When I try to define what my marketing attack should be, I am often confronted with the question of what value do I bring to my clients… But a better question for you and me is what value do your clients hire you for… I often thought that I was in the business of organization development, and that does play …