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Marketing

Oh no, what now?!

Calm down.

When I say this, and if you know me, you should know I mean “everything has a solution”. The thing is, there’s a lesson here: problems are only one side of the coin. Unfortunately, they are the side most people end up looking at once they flip it.

I love that things have problems, otherwise we would have nothing to solve and life would be just boring (End of History, anyone?).

If you work with marketing or in an otherwise creative industry, you should know problems are your best friends. After all, where do you think the best insights come from?

That’s what you think.

Needless to say, they (the customers) don’t think that. And if they feel you think such things about them, they’ll walk away, don’t you doubt about it.

These are Kevin Kelly’s words on the matter:

Whoever has the smartest customers wins.

I have to agree. Treating your customers like you’re doing them a favor has got to be one of the deadliest roads to travel nowadays. And fyi, there are no shortcuts for this trip.

I regularly read about all sorts of things. Ok, my professional area is based on marketing and digital communications, but I think it’s wrong to just focus on those areas if you truly want to make work that matters.

Creative and strategic work demands curiosity, otherwise you’ll just end up thinking like everyone else and your solutions will just suck. It also demands a little craziness, but that’s a whole other topic.

My case: I work in a digital agency, but I love art (both curating it and writing about it) and am currently learning some basic coding skills.

What about you?

Here’s a little challenge: demand yourself to learn something new every day. If not for your job, at least for yourself.

This is probably one of the wrongest pieces of advice I’ve seen in social media blogs.

I’m not saying it isn’t true, but it’s like asking a blind man to paint what he sees in the mirror.

Most people don’t know who they are. And for companies and brands that’s also true. So this kind of advice ends up being utterly redundant.

Let’s go back to basics. In order to work it all out in the social media world, you must first discover yourself. There’s a subtle yet crucial difference.

This is the punchline for one of Seth Godin’s recent posts:

While conventional views of power and authority seem to indicate that you should co-opt and capture other tribes, you can often achieve more by freeing your own people to maximize their vision alongside yours.

I couldn’t agree more. Learning to let go of your vision to embrace others’ and build something new altogether is one rough and challenging road.

Sometimes you feel you may lose your identity along the way. Other times you just feel like you’re not being an effective leader in whatever matter you want to lead.

There’s no room for extremisms here (and there are many exceptions), but if there’s one thing recent experience has taught me, is that effective leaders are not control freaks.