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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 3

Consumed => “What Sticks – Chapter 3 (Overcoming A Marketing Culture That Resists Change)” by Rex Briggs and Greg Stuart.

And now to the highlight reel:

— Bill Lipner (Chairman of Insight Express): “In a business competition, culture will eat strategy for lunch.”

— The next root problem with marketing is its culture.

— Problem #1: The Knowing vs Doing Gap

— The critical research question is always, “What is the value of the next dollar we spend? Where is the best place to spend it?”

— Knowing what to do based on data is a world apart from doing it. Facts alone don’t change action.

— Problem #2: The Distorted Lens of Marketers

— The first three paragraphs of this section are a MUST READ of any marketer. For many it will be eye opener.

— Have you, as a consumer, ever sat and watched a TV commercial and applauded at the end of it?

— Marketers seldom stop to think about how consumers interact with their advertising.

— The average consumer spend three seconds looking at a magazine ad. While marketers and advertisers spend days.

— Problem #3: Fear of Failure

— When the Japanese find a defect in the manufacturing process, they call it a treasure.

— A problem discovered in marketing is not a treasure. Actually, it’s considered the f-word: failure.

— Marketers must overcome their fear of failure and embrace the value of knowing and improving.

— Problem #4: Marketing As “Magic” And The Myth That “You Can’t Measure Branding.

Measuring attitudes and emotions is like measuring the wind. You can’t directly see the wind, but you can see the effects of wind.

— When you combine a business function that doesn’t necessarily hold a storehouse of knowledge on how its area works with a culture that doesn’t believe in research and the application of learning, then you have what many would called a “challenging” situation.

IMHO, the issue is that marketer tend to sit on the creative side of the fence. It’s not so much cultural as it is genetic.

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