Wanting change doesn’t mean you can handle change

Posted Posted in blog articles

Late­ly, I’ve talked with a few mar­ket­ing execs who say they want to be inno­v­a­tive, but they can’t right now. It seems their man­agers want change, so they hire some­one and tell them to change the way the com­pa­ny mar­kets itself. But when the mar­ket­ing execs want to do some­thing dif­fer­ent, the CEO vetoes the […]

What happens when a marketing manager doesn’t understand strategy

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I apol­o­gize in advance for the war anal­o­gy, but war tends to puri­fy strat­e­gy. After all, when busi­ness­es fail to do strat­e­gy, the CEO fires the scape­goat and often hires anoth­er scape­goat. In war, peo­ple die. What it looks like when your mar­ket­ing man­ag­er doesn’t under­stand strat­e­gy (isn’t effec­tive­ly map­ping the bat­tle­field): She makes the […]

The CEO triple-threat

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Many of the best CEOs are both a leader, vision­ary and a strate­gist. What’s the dif­fer­ence? Lead­ers are will­ing to go ahead of peo­ple and can inspire. Vision helps them to imag­ine pos­si­bil­i­ties. Their strate­gic nature allows them to see how it all fits togeth­er. This is great for CEOs, because  a CEO catch­es the […]

CEO’s: something to think about when hiring a marketing strategist

Posted 2 CommentsPosted in blog articles

I’m always con­fused when a mar­ket­ing strate­gist gets hired, and then imme­di­ate­ly gets asked to com­plete a bunch of pre­de­ter­mined tasks. This doesn’t make sense. I mean, are you hir­ing a strate­gist or a senior admin? Here’s the dif­fer­ence: the strate­gist is a field gen­er­al, sent out to exe­cute the vision of the CEO (the com­­man­der-in-chief), […]