Marketing, Media, and Publishing challenge us because they are constantly changing. So, our skills and experience, while very important, must be matched with a set of beliefs and actions that focus on future success.
To be successful at working in a changing industry on behalf of clients, partners, and collegues, a marketing leader needs to do four things – all at once, and all the time.
Be an Agent
Companies that offer branding, marketing, and related services have, for decades, called themselves agencies. An agent acts on another’s behalf.
An agent cares. An agent assumes ownership.
Assume Ownership
It is a mistake to treat your work like somebody else owns it.
Agencies are not hired to babysit brands, but to raise them.
Real ownership is an attitude that approaches arrogance, but it belongs to those charged with
connecting and conducting.
Connect and Conduct
When the conductor picks up the baton, everybody goes silent.
Why?
While it can take many talented people to create beauty, there must be one person who brings the group together and guides them to the desired goal in an ongoing way — constantly publishing word, image, movement, and sound.
Constantly Publish
Publishing is what we do throughout the day, every day.
It happens through our online communications, in our experiences and events, and in the images we project.
It is a constant and consistent set of activities that express brands, tell stories, engage
audiences, and create community.
And one cannot really be the successful agent behind it all without a desire to connect, and a real sense of ownership.