Tags: Advertising, Business, Communication, failure, Marketing, Online marketing, Social Media, success
Marketers are confused these days. The things that have worked for decades aren’t working anymore. Can you imagine if you worked for 30 years in your given vocation and then, almost over night, all the rules changed?
In truth, marketing is only now becoming what it truly should have been – a conversation. Less lies, less spin. Marketers have been shoveling marshmallow fluff down the mouths of Americans and telling them it’s broccoli. And suddenly, as quick as you can confuse metaphors, we find that the emperor has no clothes.
I admit I’ve been frustrated with the old-school marketers. “What is with these guys, and why can’t they get it together?” But that’s not fair. Their whole world has shifted beneath them. I came to a better understanding watching a recent Robert Scoble interview with IBM engineer Mike Moran. (I highly encourage you to check it out: Robert Scoble’s interview with Mike Moran. It’s only 12 minutes long and well worth your time.)
Moran gives a cogent explanation of why marketers are having such a difficult time in the new web 2.0 environment. Here is a small sample:
“The change that’s really happening is you have to learn how to attract people to your message rather than pushing it at them. You have to figure out how you’re going to listen when they talk back. And you also have to watch what they do. Those three things are really critical because once you do them, you have to figure out how to respond.
Those three things are really critical because once you do them, you have to figure out how to respond. When I say ‘Do it wrong quickly,’ it’s not you trying to do it wrong, it’s that you kind of admit that what you’re doing is probably wrong because it usually is. And then you have to look back at the feedback from your target market to see how far off it is so that you know what to do next. And that’s really a tough change for a lot of marketers.
That seems really simple, but think of it: a whole industry has changed in a matter of what, less than a decade? That is pretty outstanding. It’s going from monologue to dialogue, from lecture to conversation, from directing to caring, from crossed fingers to metrics.
Tags: Books, Business, Leadership, Online marketing, review
I was recently asked by co-author Michael Waddell to review Toy Box Leadership. This new book is definitely worth picking up and I will explain why. (This post contains no affiliate links and I received no compensation of any kind except for a free review copy of the book.)
The premise of the book by Waddell and Ron Hunter, Jr., is that childhood toys taught or exemplified many of the skills necessary to lead well. Some examples are direct correlations (a rocking horse describing lots of work without actually achieving anything) and others are more figurative (LEGOs describing relationships that start with connecting).
Seriously? Toys And Leadership?
The connection between childhood toys and leadership lesson fluctuates from poignant to cheesy to fondly familiar. But the important thing to remember is that this is not the point. The connection between the toy and the particular lesson is secondary to your ability to absorb and recall the idea.
Let’s Just Say It
We need to own up to a basic fact: every book on leadership will contain some similar fundamental truths. Communicating goals to your employees, for instance, will universally be a positive thing while emotional rages around the office will be regarded as uncouth. Stating this universality is not a knock on this or any other business book – it simply is.
If we admit to some similarity, then one of the differentiators becomes the book’s ability to be memorable and to find a place in the reader’s life. This is ultimately what makes Toy Box Leadership successful. Toys fit with the intended audience (Lite-Brites rather than Xbox 360s) and flow smoothly into the each particular subject on leadership.
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