Sprint0: The First Agile Marketing Conference
Agile Marketing's New Revolution
Agile Marketing: Why A Marketing Revolution Is A Must
Almost Home from the Agile Marketing conference and Inbound marketing summit I realize marketers are heroes. We are asked to do more with less. Our profession is seen as less arduous or challenging than engineering. We know the truth. Marketing is the new frontier, the most important challenge for any engineered thing. If a tree falls in your new product’s desert and there is no one there to care about it then your new brand, product or idea will not succeed.
A few years ago some of my engineer friends were asked by our CFO to create a business plan for a failing product. We pulled out the P&L, started researching the market, competition and wrote a marketing plan. About halfway through a week’s worth of marketing ditch digging work my programmer friend turned and said, “Wow, this marketing stuff is as hard as what we do.” I laughed and said something like, “As I’ve been saying,” and went on to explain how as much work as my programmer friends do to stay current, understand how to do things in the ever changing NOW that is Microsoft development mirrors the journey we marketers are on.
The idea is we are all heroes. My engineering friend used to work for NASA. He kept our network attack free and up way more than it was down. The problem is a guard and prisoners; right brain creativity meets left-brain engineering kind of a problem.
Guards and Prisoners refers to Philip Zimbardo's famous psychology experiment at Stanford. The Stanford Prison Experiment had to be stopped because Stanford undergrads were dangerously close to hurting one another. Seems we tribe up fast and one tribe forms less than generous ideas about the other, the NOT US tribe. We are at an inflection point where marketers are techies and vice versa.
We will look back in three to five years and be unable to distinguish between marketing, technology and right or left brainers. Success depends on our ability to get over such petty distinctions. We need to put the canoe in the river and take the rapids together. And rapids there will be.
Internet Time & The Hero's Journey
Our programming and marketing worlds are collapsing. Chaos and the unknown reign. There doesn’t appear to be a safe way home. Once cherished truths are over. What we marketers have worked so hard to know is blown away like dust in the wind. We face several important choices NOW.
Robert’s impassioned battle cry was for marketers to pick up a sword, and a shield and take the field. Become a HERO. Robert’s book explains how all marketing is, in the end, about the same thing. He borrows from myth guru Joseph Campbell to explain. All marketing is about the hero’s journey. If your marketing is not about the hero’s journey then you are a fool. If you can’t see the heroic in your business and articulate those principles and values then you are a damn fool.
The hero’s journey is a common tool for screen writers (and should be for web copywriters). Here is a diagram of the hero’s journey.....
This graphic helps map the journey, the real hero’s journey. The hero’s journey is not linear. Heroes don’t just sign on and that ‘s that. He or she goes back and forth throughout the journey. Can I do this she asks? Do I have what it takes to be a hero he wonders? Internal questioning goes on until the central question any hero faces is answered in the affirmative.
Yes, finally and completely, the they recognize, “I am a hero, you are a hero, we marketers are heroes.”