Marketing is the core that makes everything you do work.
It’s the engine that powers what you do.
Unless you are immersed in understanding and revering marketing, you are flying blind – or worse, putting what you do at risk.
Here’s what I tell people: Don’t ever delegate marketing that you don’t first understand.
What should you do instead?
Join a marketing group.
Learn the fundamentals.
Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit provides a different spin on the idea that the path forward for marketers is to build long-lasting relationships with customers.
Killing Marketing is its contention that content marketing can actually become a profit center, rather than just a more effective marketing method, for virtually any business. “We must rebirth a new marketing that makes its living from building audiences for long periods of time,” say the authors, “so that we might hold their attention through experiences that place us squarely in the initial consideration set when they are looking for a solution.”
Fusion: How Integrating Brand and Culture Powers the World’s Greatest Companies is a welcome arrival.
“When your culture and brand are interdependent and mutually reinforcing, there is a strong connection between how employees experience every aspect of their work life during their tenure in your organization…and how customers experience your brand.”
Creativity is all about trying something new, exploring the unknown, and accepting uncertainty and the possibility of failure. In the corporate setting, we understand intuitively that creativity fuels strategy, innovation, and growth. In a world where machines are taking over predictable, tedious tasks, it’s no surprise that there’s a mounting premium on the kinds of skills, such as creativity, that machines cannot (yet) replicate.
But there’s a less appreciated benefit of creativity that is just as powerful. Creative employees are more likely to take the kind of “good” risks that lead to innovation. They’re also willing to take the social risk of speaking up to help to steer the team out of harm’s way. That’s why the squeaky wheel—the whistleblower, the skeptic, the constant questioner—may also be a reservoir of creativity.
The late Sir Ken Robinson made this very point in the most-watched TED Talk ever: “If you’re not prepared to be wrong, you’ll never come up with anything original.”
Once you start looking for the kind of constructive social risk-taking that goes hand in hand with creativity, you may find creative wellsprings where you didn’t expect them.
That’s why your squeaky wheels—the people who are willing to speak up whether it’s welcome or not—may be the biggest assets your company has. They have the double advantage of bringing a creative spark, which supports the pursuit of new opportunities, while also being willing to raise red flags that can help your company avoid losses.
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