In business, most “transformations” or “evolution” have been credited to Leaders and CEOs. Leaders do not transform businesses. They are, at best, agents of purpose. Transformations are only possible when there is an inspired purpose, a collective reward and a willingness to experiment every day. Change is not about a “big bang” moment. Effective transformation is ongoing small change.According to the Webster Dictionary “Marketing is the process or technique of promoting selling and distributing a product or service.” Webster defines a “Marketer” as “one that promotes or sells a product or service.” Is this an adequate definition? Let’s pause and think harder about the role of a Marketer.
Posted in marketingOften in my career as a Marketer I have observed the struggle Marketing faces to legitimize its role and to communicate the value it creates for an organization. It is quite an irony that the team most responsible for communicating a company’s value to its markets struggles with developing a brand for itself!
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