To all those who have launched themselves (or will soon) into looking for that recession-proof job, check out TalentEgg, a resource for students and recent grads.
I recently wrote an article for their new online magazine, Student Career Incubator, about my job loss experience.
Great site, great resources. Happy Searching!
On February 23rd, Seth Godin wrote:
Just because you can market something doesn’t mean you should. You’ve got the power, so you’re responsible, regardless of what your boss tells you to do.
The good news is that I’m not in charge of what’s evil and what’s not. You, your customers and their neighbors are. The even better news is that ethical, public marketing will eventually defeat the kind that depends on the shadows. Just ask Bernie Madoff.
His question: Is marketing evil?
My response: Sometimes.
On this, we agree, and Godin derives a slew of realistic examples defining the good and bad, the evil and not-so-evil aspects of marketing. But what I love most about his account is that, in the end, good prevails.
This illustrates a lovely parallel to my previous post on storytelling (below). Modern definitions of a “good” story always seem to conclude with a fairy tale-esque happy ending — good defeats evil and the people rejoice. In a story, power resides with the author. In marketing, relates Godin, power resides with the marketer, or rather within his/her moral and ethical grounds.
Either way, whether we market change for the betterment of a country or market sub-prime mortgages for the betterment of banks, perhaps good will claim victory unfortunately often accompanied by a reality much harsher than once upon a time.
As someone who has always loved writing, that is, taking the English word and manipulating it to serve a particularly wonderful purpose, I consider myself a teller of stories.
And I believe what is even more wonderful is that Marketing is all about storytelling. Communicating the right message. Developing the right look and feel. Understanding the audience. Incorporating the good AND the bad.
So, I actually like to consider myself a storyteller squared.
Take an idea.
Brainstorm.
Develop a message.
Design, sculpt, and connect.
Prototype.
Rework.
Prototype 2.
Rework again.
Message and Outcome.
The End.
I’ve always loved happy endings…
I previously worked for a for-profit organization that served only the non-profit sector. Perhaps, a little difficult to get your head around at first, but ultimately appears to be a necessary evil. I was often snidely told that “my” organization was one of those that capitalized on the less fortunate.
Not true.
If I acquired even a morsel of knowledge while working there it was that we (though ostensibly evil in trying to earn a profit) were part of a camaraderie-based, mutually-driven and -respected community. One that was held back by stereotypes and limitations but was essentially an amazing group of individuals committed to something greater.
I also learned that at the heart of “marketing” to charities, or to anyone, was how you communicate to them. Do so with sincerity and passion for what you offer. And be willing to admit shortcomings in lieu of the unparalleled benefits they will surely reap. Perhaps, this sounds a little naive, and it may rightly be so, but having the opportunity to evolve and grow as a part of that community taught me that, simply put, a lot is possible even with little in your hands.
Take whatever little you have, whether it be human capital, technology, or money, and capitalize on that not on others. Marketing meant enhancing understanding, engaging in a dialogue, offering something worthwhile, inciting change, working towards betterment and, at the end of it all, believing in the people you worked with and marketed to.
As part of my journey in developing and maintaining this blog, I learned a few things. In actual fact, I learned a whole lot.
When I finished university, almost 9 months ago, going back to school was the last thing on my mind. But time away from that academic, results-driven environment was exactly what I needed to gain perspective. After losing my job, as many have due to the economic recession, I thought expanding my skill set was now something I could afford to do, both with respect to money and time.
I started a whole host of online courses based mainly in design in addition to XHTML and CSS ultimately preparing me to create this very site. It kept me busy and motivated to get up every morning. Knowing that I had a task set out in front of me, knowing that obtaining and enhancing these skills were both personal and professional goals stifled the negativity that often persists during difficult times.
Granted, I did not formally enroll in university or college or even receive a certificate for my ‘training’ but I did, in fact, learn that I will never stop learning.
What does this have to do with Marketing?
Very little and a lot at the same time.
Marketing has always represented the challenge of continuous change to me. Perhaps because who we are marketing to is in a constant state of evolution. Or because as they grow, we grow. Or because it is written. Regardless of the reason, for every day I have spent being a ‘marketer’ I have learned something new.
Perpetual flux. It doesn’t have to be a bad thing.
When I finally decided that I was going to create my own blog, I knew that its name would be critical. Critical not only because of its explicit meaning but also in terms of its symbolic properties.
Much of what I invested into this site was based on its aesthetic appearance since it was very important for me to showcase my love of creativity, particularly design. And so, using the Adobe Creative Suite, I was able to effectively develop a design that I believe is atypical. Ultimately, what it culminated in was a trust and belief in my own eye, so to speak. That is, allowing myself to be comfortable with my eye for colour, layout, scheme and all those other wonderful yet less than tantalizing aspects of web design.
In one aspect, “the eye” refers to my own, a physical entity able to perceive and appreciate design. From a different perspective, “the eye” also references my passion for marketing and the often sought-after yet difficult to achieve inner eye, as I like to refer to it. To me, the inner eye is not an all-seeing psychic-like ability but instead is the integration of marketing theory with the ability to detect successful campaigns, communication and design, both external and internal.
I hope to utilize this blog as a foray into marketing and therefore, as a tool to gain and share marketing knowledge with others. As I am but a newborn in this field, I will readily concede that I have much to learn, and I hope that my participation here along with my job search will supply my seemingly perpetual thirst to know more!
