THERE’S MORE TO MARKETING THAN IDEAS…
For years I’ve had people – clients, friends, neighbors, employees, grocery store clerks – tell me they love marketing. When I tell people what I do, so many tell me how wonderful it would be to get to be creative all day.
In fact just this week alone I’ve had 3 people tell me that marketing is their passion, where their real strength lies, because they just love coming up with ideas – and I’m writing this post on a Tuesday!
I love my job. And they are right, it does allow me to be creative and use my imagination and collaborate with my colleagues on ideas. But it’s important to note that marketing is so much more than ideas.
Ideas alone will not guarantee my clients achieve success. In fact, ideas without strategy, research, critical thinking, measurement, quick thinking, modifications and an in depth and unwavering understanding of their brand can actually hurt their business. An idea without strategy is just that, an idea.
I know for many people, they just see the finished product. The design, the sign, the logo, the promotion but what they don’t always see is the less glamorous side, the reality that took place behind the scenes to bring that finished product to the market. The hours of investigation, facilitation, budgeting, back and forth, trial runs and debate.
Certainly great ideas and ample creativity is important but mix that with strategy and vision and powerful things can really happen. Not every idea is a good one.
The essence of strategy is choosing what not to do.