In Seth Godin's latest book, Meatball Sundae, he provides an excellent definition of "marketers".
A few weeks back I had the opportunity to sit in on a webcast hosted by Godin, and as a gesture, Seth sent all of us who participated a copy of a his new book. Like his others, Meat Ball Sundae doesn't disappoint.
Seth writes, "What do marketers do? We spread ideas. We tell stories people want to hear and believe. We translate emotion into action. We close the sale. We make things people want to buy. "
He goes on to write, "marketers run things. They always have. Sometimes, though, the people running things don't realize they're marketers."
Marketers are in a privileged position to enact change. It reminded me of the most eye opening documentaries on marketing and the consumer that I have seen. Century of the Self is a BBC documentary that examines the origins of public relations, and the impact that Edward Bernays had on marketing and the use of emotion to sell. Very eye opening.
It All Starts Somewhere
It's important to remember that ideas, such as businesses, politics, social structure or cultural identity, aren't as they are just because. They are the result of the direct action of individuals, and often happen over a small period of time.
Edward Bernays , Martin Luther King, and our local David Suzuki, have worked many hard years to have an impact on our society. In the rear view mirror of history, though, the changes they've helped bring about will have appeared to have happened swiftly.
So the next time you get caught up in the way things are, remember, we all can make a difference. We're all marketers.
That time I drove across Indonesia
3 years ago