Chapter 1
What is Marketing, Anyway?
Think about how multi-faceted we are as humans. Weâve got these quirks and preferences that shape who we are and define our place in the world. Consider a marketerâs traits. If you have a boundless curiosity around business, are fascinated by the nuances of human psychology, have a culturally active and accepting brain, an often-smiling face accompanied by exceptional communication and analytical skills, you may be destined for marketing. If I just described you, and youâre not sure what you want to be when you grow up, let me assure you, youâll make a great marketer!
We know weâre not supposed to judge people based on first impressions. But we all do it! And when we do, we get it wrong most of the time because we lack insight into all of that personâs dimensions, the parts that make them whole. But as we develop a relationship with them and peel back the layers, we begin to realize whatâs beneath the surface. We have a better sense of why theyâre indispensably valued in the world and deserve to be treated as such. You know how when you fall in love with somebody, and you think theyâre the best thing since sliced bread and you canât fathom why the rest of the world doesnât see what you see?
Thatâs how marketers look at people.
Itâs not a matter of âThey arenât like me; Iâm out of here!â Itâs, âIf I could understand them better, my life and the life of those around me could improve.â Marketers typically have a heart and soul to serve others and care deeply for their co-workers, customers, and communities. So, time and effort are often spent on knowing people better with an open mind to improve humanity in some way.
These empathetic souls dedicate themselves to organizations for one reason: to bridge the human-to-business connectivity gap. Without them, business will always suffer. Why? Because business is about people, and marketers are trained to skillfully communicate while explicitly influencing their fellow humans.
What is Marketing?
Literally, take a moment to write some of your ideas on what marketing is to you in the notes section of this chapter.
If you had a hard time pinning down a definition, welcome to the crowd! Itâs no surprise that the concept of marketing is elusive. Its lack of structural standards is a cause for confusion in its own space. For this reason, we need to retrain ourselves to approach marketing from the foundational construct that originally built the industry to function in valuable ways weâve now strayed from. Thatâs what this book is all about!
Understanding why we market first requires us to understand what marketing is. I like to work on solid ground to build strong foundations, so letâs first point out what itâs notâto rule out those pesky perceptions that cloud ârealâ marketing.
Marketing is NOT:
Sales
Hard
Customer Service
Graphic Arts
Crisis Management
Senior Managementâs personal publicity machine
Human Resources
A quick fix for failing products
Sales! Yes, itâs important enough to mention twice on the same list.
Letâs face it, to the average businessperson, marketing equals promotional advertisement and anything that resembles it. But, to better understand the original philosophies behind marketing, think about the movie Around the World in 80 Days. The 1956 story is about a Victorian Englishman who bets that he can circumnavigate the globe using new steamships and railways in just 80 days. Neat, right? Thatâs marketing. It used an influencer-based public relations stunt that sold cutting-edge travel options to the tech-leery consumer.
Think Harvard Business Review for more marketing foundations. A branded product solely owned and operated by Harvard University began in 1922 as an elite microeconomics journal for students and business professionals. Today, itâs one of the most widely known and well-respected business periodicals in the world. Responsible not just for an additional revenue stream but also for leveraging the school as one of the most elite business colleges known to man.
Both resulted in a sales increase that altered the construct of the worldâs economy in life-changing ways. However, the act of selling did not make those stunts marketing; it was the long-term, consistent, consumer touchpoints that developed reliability- resulting in magnificent outcomes.
âWhen you take the b...