The Friday Line – Consistency & Organizational History

Posted in Marketing by Jared on May 12th, 2006

Given how crazy our personal lives can become, it’s amazing how much certain things do stay the same over time. Good brands and good ideas (like good friends) remain in your life because there is something appealing about consistency that can’t be replaced by passing fads.

This week’s show spoke to the difficulties 20-somethings face moving beyond college and into a new life as a young professional. Some of us take this transition better than others and the same can be said for our roles in the marketing process.

Even though we sometimes remain very small cogs in very big marketing machines, we can view ourselves one of two ways. One way is to envision ourselves as brilliant young warriors, out to prove our own worth in a big world. Another is to try to understand the past of an organization and how we fit into the future.

The desire is to believe that we can write our own future with a company and for the most part and if you’re in the right situation, you can. However, think back to the ultimate barometer of success; clients.

The best way to leave your mark is by focusing on the consistency clients look for in a long term business relationship and use this prospective to figure out what you can do, personally to enhance that consistency. Like a good friend, innovative marketing shouldn’t just looking for the next latest craze, but should look for ways to encourage a clients own-self image in relation to your company.  As much as anyone, you should be proud of bringing new ideas and a new prospective to the table.  Doing so with a respect for the past relationship can make it that much easier.

Next time you reconsider your role or doubt your sway in the marketing process, just ask yourself what you would do with a good friend that has been with you for quite a while.

Respect the process, respect your role in that process but be encouraged to learn about the past history of your company in order to move forward…just like you would a good friend.

Till next week, folks – have a great weekend!