I think a lot when I run. What else can you do?

And I thought about how I have a lot of advice for individual contributors  (ICs) who are marketers. While I know anyone can be a leader, and I strive to be, I've never led anyone. 

Always been an IC. 

So, I can't give advice on marketing teams or companies (e.g., how to build/lead).

I'm curious to see if this could be my "niche."

Lesson: Discovering your personal image is a forever treasure hunt.

While I've claimed the contrarian marketer position, I also want to claim a position with those who I can help most.

I hope this prompts something for you. 

Enjoy this week's new format:

1. Post (curated from LinkedIn)  

I avoided using the word personal brand in my intro. I hate it.

I have a public and digital image—An image in your mind when you think of me. It's the same for a company's brand.

Without an image, you get less attention. Imagine that when I think of you, I get nothing. How memorable is that?

"...attention is the currency of success" – Bryan Steiner.

How are you crafting your digital image to get attention?

2. Marketing News 

"Most people don't distinguish models from features." – Simon Willison.

I said last week that ChatGPT just released a new model. I was right(?) But I miscalculated that it was available for all.

"They also made the new 4o model available to paying ChatGPT Plus users, on the web and in their apps. But, crucially, those big new features were not part of that release." 

So, the bad news is that the new features are only available for some.

I've yet to be able to use the new voice feature.

I'll report back when I do.

3. Play of the Week

Good marketing pisses people off.

Why?

Because it usually attracts a specific person (the opposite of your haters). And that's good. You can't serve everyone. Find the few you can serve.

I love this billboard by The Ordinary for many reasons:

1. It reinforces their key messaging ("Clinical Formulations with Intergrity."

2. It also reinforces the fact that The Ordinary is willing to disregard common practices for the better one (product)

3. It creates a conversation – what role should "celebrities" play in advertising

#1 and 2 make sense. But #3 is trickier (a delicate balance).

Running outside naked begins many conversations ("Has he lost his mind?"), yet it's not favorable for your "brand." 

I want to end by focusing on a non-obvious lesson that works:

Taking a stand for something.

"Our team is specialized in materials chemistry and biochemistry...In the category of functional beauty, integrity is rare. Commonplace technologies are referred to as groundbreaking and insensible pricing strategies confuse the audience, disguising commodity technologies as advanced. The Ordinary exists to communicate with integrity and bring effective, more familiar technologies to market at honorable prices." (From About page)

That's great marketing.

Just use caution to pick the hill you're willing to die on.

4. Quote of the week 

"Your job as a marketer is to figure out what's next." – Latham Arneson (VP, Digital Marketing at Paramount).

Does that scare you or excite you?

For me, it's a mixture. But in the end, I'm curious as hell about figuring out what's next. I want to know it before you. And I will go to lengths for it.

The main lesson is that marketing is constantly in motion. 

And that's okay. 

Stay curious.

5. Episode of the week 

Lia Zneimer knows her stuff when it comes to social and brand.

One of the smartest I've spoken with on these topics.

The notes from this episode alone equal four note cards. It's that good.

Here's a link to listen: https://podcastonmarketing.transistor.fm/40

P.S. If you're lazy and you just want the insights, here ya go ("ya filthy animal" - Kevin from Home Alone):

• Marketing = Getting the customer to care about the "why" behind your product

  • To invoke emotion in those you serve

• No one skill set works for all social platforms. Different skills work for different platforms

  • This increases the importance of doubling down on 1 channel and then expanding (unless you have 3 social media marketers)

• One constant with social media: People want to be heard

• Brand strategy = how you make people feel

• Social is an afterthought for many businesses

  • Have a social-first approach for an easy, competitive advantage

And many more. Just listen: https://podcastonmarketing.transistor.fm/40

6. Life Idea

"To be a witness of God means to live in such a way that one's life would not make sense if God did not exist." – Cardinal Emmanuel Suhard.

That's a bit harder than telling everyone to believe in God. Or protesting outside Planned Parenthood or an LGBTQIA+ rally.

But that's not where God is found. He's found in the daily, minute commitment. In the micro-moments of life. 

In how you live.

Here's part of the quote that's missing:

"{To be a witness of God} does not consist in engaging in propaganda, nor even in stirring people up, but in being a living mystery."

Being a living mystery... How does one do that?

Live so differently that it doesn't make sense if God wasn't real.

Extend grace.
Forgive endlessly.
Sacrifice for a friend.

If you're like me and have never heard of Emmanual, here are some critiques of him and a resolution: https://chatgpt.com/share/3ab35a20-facc-4488-95c5-896a2bda96d6

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Thank you for reading this week's email.

It was fun and much quicker. I hope it brings some value.

If you got an idea from reading and want to share it, reply to this email!

You fuel my drive to share and explore this complex thing called marketing ❣️