A Newsletter on Marketing (and Life) #012

My definition of marketing...

Author

Jordan Ogren
September 08, 2023

Hey there đź‘‹

I have two podcast interviews today. I’m (kind of) nervous.

Do you get that feeling? When you have something looming in the future, and then it arrives. Sometimes it rids me to the core, and other times I ease through it. This time I’m in the middle. If you got tips, send em my way.

Rather than a long intro, I wanted to jump right in:

Marketing đź’ˇ: MY definition of marketing

(Time to read: 2:11 minutes)

What job should marketing get done in a company?

That's the first question I ask every guest on my podcast. And I'm thankful I don't have to answer it. Until now.

My uncle was sitting beside me on the beach, curious about my podcast, so I shared that the focus was on marketing fundamentals, like the first question. And that's when he returned the question to me, and I flopped for an answer. Here's a more articulate reply (hopefully):

The job of marketing is to increase revenue by generating progress for the customer and organization through strategy, collaboration, and execution.

Marketing = progress (with revenue as the outcome).

To return to the beach (please), my reactionary answer to my uncle was change. Marketing helps create change for the customer and organization. His pushback was that change is too ambiguous and can mean different things to different people. Fair point.

That's why I upgraded to progress. At the core of progress is change from a lower state to a higher state. If I do marketing for Peleton, the goal is to help the customer make progress with their health (and self-image). Luckily, our products can help you.

I also believe it's marketing's job to create positive change (progress) inside the organization. This is by helping define (strategically) which markets to play in and how to win in those markets—and also seeing future trends and creating efficiencies for the organization (I.e., innovation). An example is leading the charge on how your organization can use Generative AI.

My uncle pushed back on this and stated how not everyone views progress (or innovation) as a positive. That's true. Some think the status quo or predictable routine is better and that innovation or progress brings more problems. Sometimes it does. To counter this, I believe we are all trying to improve as people. That's progress.

Progress as a civilization, though, is a conversation for a different essay. That can be debatable. For this, let's imagine your customer wants to make progress in their life. You want to be better somehow, and your company intersects with that (or should).

Now, this is likely leaning more toward the strategic side, and sadly, that's what most marketers DON'T actually get to do. Most are order takers. Non-marketing positions make most marketing strategic decisions. This results in much bad marketing (which I discuss further below). From an execution standpoint only, marketing likely has a different (primary) job:

Generate differentiated, creative, and result-orientated content and messaging that increases revenue by helping the customer make progress.

Increase revenue by generating progress for the customer and organization through strategy, collaboration, and execution.

While slightly different, the first is a better focus. Yes, creative and effective execution of marketing campaigns is vital. I believe it's a secondary focus, however. As marketers, we should strive to think strategically first and then how to generate a differentiated execution.

This keeps your perspective at 10,000 ft. and allows you to see where the future could be going. You deeply understand the jobs or progress your product or service unlocks for your customer and see where that may change. Once you have that, then you deploy it through your marketing efforts. And that leads to how you can easily sniff out good and bad marketing.

Three Books. Three Quotes

"This book’s premise is that our attention is grossly asymmetrical. We’re so focused on saving the drowning kids in the river that we fail to investigate why they need saving at all.”

"Anaximander’s exhortation remains valid: We understand the world by studying change, not by studying things. We understand the world in its becoming, not in its being.”

– Carlo Rovelli (The Order of Time by Carlo Rovelli)

"Patience and humility in adversity is more pleasing to God than all devotion during comfort and prosperity.”

– Thomas Ā Kempis (Imitation of Christ by Thomas Ā Kempis)

Heard. Saw. Experienced.

Heard:

Looking for a thought-provoking podcast? I would highly recommend this (throwback?) episode from Seth Godin’s podcast:

The chicken and the egg (E)

play.acast.com/s/akimbo/the-chicken-and-the-egg-e

Saw:

Enron. What a story. My wife and I watched the early 2000s doc on it, and it was enlightening. Hubris, ego, and all that good stuff led to the ultimate crash. I believe in the power of the past. To learn and be curious about making a better future through studying history. What’s the last “history” thing you’ve consumed that was good? Reply with your good ones so I can indulge.

Experienced:

Over Labor Day weekend, my family from Minneapolis came into town. It was an exceptional time. On Friday, we had dinner and checked out TitleTown. On Saturday, we went to the YOOPEE (Upper Peninsula) for a beach day, and on Sunday, we had brunch in Green Bay, and then they left. Memorable memories were made.

(Photo with the family at the OG spot + me and the old man on the beach)

What I’m writing

I’ve been busy lately. It’s a sentiment I feel many around me are experiencing. A heavy burden of too many tasks and not enough time. If that’s you, I see you.

I wrote two new writings, and sadly no updates. I’ll do better, I promise.

New:

Updates:

  • N/A

Dust collecting (Works in progress):

You made it here. Thank you for reading.

I hope to see you next week. Have a splendid Friday and weekend!

– Jo (every second counts)