“Marketing” is the sum total of all our thoughts, intentions and actions.

Photo by Hello I’m Nik on Unsplash

I am in charge of “marketing” in my company. Whenever someone who doesn’t know me or my company sees or gets told of my role, the general perception of what I do is: “marketing is the sales function. The job of the marketer is to go out, put a spin on an average product, and persuade people to buy it”.

 

That can’t be further from the truth.

 

Well, that’s not what marketing is to this “Marketing Director”:  me. I don’t think of it as “putting a spin on average products” . I think of marketing as the sum total of everything that we think of and do.  

 

Everything that we think of create our intentions. And our intentions create our reality. This is what the customer buys. The customer is not stupid. He will buy our reality which markets itself.

 

“Marketing” is also the sum total of all our choices. The customer is not stupid. Over the long run he buys the good, ethical, sustainable and practical choices we make on his behalf.  Yes, making all the right choices can mean that we are not cheap. But that’s the cost of making choices and not excuses. The difference between choices and excuses is only one word. But it’s a totally different world. Our customers buys a totally different world.

 

“Marketing” is making a living at what we love.  “Marketing” is the way we talk to each other and with our partners. “Marketing” is when we visit a market and meet everyone who engages with us whether the workers in Asia, or the product developer in Germany. “Marketing” is when we bring empathy to the table of every room we are in.

 

“Marketing” is how we process all the changes that comes into the world every morning in this fast changing world, and it is how we help everyone we engage with see the infinite possibilities available to all of us.

 

“Marketing” is how we help everyone change the way they see and  look at things in a way which helps them to reach the best version of themselves.

 

I am curious, if we see “marketing” as the sum total of all that we think, and our intentions, and our actions, would we still need to waste our precious time going around putting a spin on average products and hope that people will be “persuaded”?