Do you want to stay employed for another 12 months? It won’t be easy. Most of you are going to be asked to do better, and differently, in a worse economic environment, with less money. Keeping your job might be tough, so here are four resolutions that can help you stay employed.
1. Stop blindly following other marketers. We present the same campaigns, repeating them in different times, ways and places, and then present them to one another to copy again. Resolve to break free from this echo chamber: Deconstruct “successful” campaigns so you really understand what happened, or what didn’t. Study what your competition didn’t do, and why. Challenge your coworkers to really examine why an idea is uniquely relevant to your brand, and not to the last two clients to whom they tried to sell it. That way it has a chance of being truly new.
2. Start talking to nonmarketers. Scientists. Historians. Theologians. The marketing industry is particularly parochial, and our conceptual inputs tend to be influenced by our fellow liberal arts types. We need to tap into primary resources and learn more about what we know about large things, like the cosmos, and little things, like the way we human beings work. When was the last time you asked a nonmarketer — a real nonmarketer, not a regular member of our food chain of idea creation — to present at a meeting, or simply to talk to you? The C-suite will take you far more seriously if you stop quoting marketers as support for your marketing. Do yourself a favor and stop reading business books exclusively, too.
3. Throw down the towel and swear allegiance to sales. Admit that real sales matter, and that a sale constitutes a customer giving your company money, which makes everything else that happens — i.e., everything you do — nothing more than prelude and prompt.
4. Learn to let go. The hot premise over the past few years is to pretend that consumers—instead of your business—”own” your brand. Ridiculous! The reality? You don’t own the mechanics of branding and marketing anymore. They belong to the entire enterprise. How much of your brand in 2012 will come from somewhere in the company other than marketing.
Want to know more? Just ask the employment experts at Morgan Hunter. Contact us any time with questions about the job market or finding a new job.