I celebrated my first Father's Day as a father 17 years ago.
It’s Father’s Day and once again I am crowd-sourcing some fatherly advice to provide guidance to marketers. While marketing and the world we live in have changed dramatically, the essence of fatherhood has remained fairly constant. Part hands-on and part supportive of their children’s mother, dads are often thought of in their role as the house’s fixer-in-chief. If the toilet overflows, if the bike chain goes off track, or if the family car gets another unexplained spontaneous dent, it’s often dad who gets called in to take care of it.
So as marketers deal with the increasingly complex mandates we fulfill in the enterprise, here are some pearls of wisdom from my colleagues that may come in handy when we need a fixer-in-chief:
If you lost an engine, look out the window at the wing and use the horizon.
Karen Morse’s dad, the Rev. Ralph Jackson, is a retired minister, pilot and FAA private pilot instructor who would tell that to Karen as she learned to fly their Piper Cherokee. That could also apply if the pilot uses their navigation system.
The lesson for marketers is that more than one reference point is helpful to gauge progress toward the goal, so if something goes awry not all is lost mid-stream. It’s also a call to think of broader business goals to understand marketing’s impact as the pace of technological change accelerates – the horizon and its relationship to the destination are two constants in any flight that can be relied upon. That relationship is analogous to marketing in the grand scheme of your business.
When you use something, always put it back where you found it.
Always remember what happened and keep the history alive.
These two are from Michelle Pujol, Director at Univision Direct, and Godmother to my children. The first advice is from her father, Joaquín Pujol, who explained that if you don’t put things back then you’ll have a heck of a time trying to find it the next time you need it. The second advice is from her Opa, an Austrian Holocaust survivor that explained to his grandchildren that if those that come before us don’t know what happened, history can easily repeat itself.
These both speak to the need for marketers to keep and analyze data so the drivers of success and the causes of failure can be identified and harnessed to constantly improve, and to benefit newcomers to the organization.
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