The power of change
April 22nd, 2006I’ve been trying to think about what all of the work I do with customers has in common. Because marketing covers so many different aspects, we get involved in everything from identifying new market opportunities to branding, direct marketing, internet marketing, call centres, you name it.
I just read an interview with Seth Godin (whom some or all of you may know as leading voice in marketing) and what struck me that he noted that he only sells one thing; change.
I can identify with that. I want to change my customers marketing performance; the tools are not important, the strategies will all be different but the outcome will have to be change.
I’ve has some customers who didn’t want that. They wanted me to do what they had in mind. I found out pretty quickly that this doesn’t work with our business, because if we can’t change what is being done, we can’t change the outcomes.
We have to be agents of change.
