Spit Out the Kool-Aid
Drinking the Kool-Aid may be the single most undermining dynamic in B2B marketing. Let’s fix that.
Culture eats strategy for breakfast. Grab a fork.
It may sound all tree-huggy but it turns out culture matters. A lot. So we tried to capture ours.
A stakeholder through the heart
Great ideas aren’t enough. You need great ideas that survive the infernal/internal review process. Here’s how to actively manage your stakeholders so…
August 10th, 2013
Don’t be afraid of ignorance. This is very helpful. Too often, people are afraid of their own ignorance, and so they act defensive or offensive. If you let your client understand that you know better some stuff (and at the same time you are weak in tons of other things), things become easier.
ps: love the design of the presentation.
August 11th, 2013
Excellent point Alessio. Maybe being open about our own areas of ignorance makes it easier for others on the team to do the same thing. So ‘unknown unknowns’ become ‘known unknowns’.
I think you hit another key word there: afraid.
Fear sucks. It poisons teams and kills great projects.
August 27th, 2013
The customer is always right shouldn’t always hold true for brand promotion. To build or change a campaign then you need to listen to the ultimate goal of the customer and talk them through many processes that you think will be most successful. Don’t be afraid to guide them down the right path.
November 19th, 2013
I admit I often have impure thoughts about clients. This opinion piece helps put things in perspective for me.