It is really important that you understand as a leader what is important, you know the
idea of clear vision of where we are going in the future, it is as important now as ever
but possibly more so, so I think some of it is about leaning forward, being active in
the important conversations at a senior level and just making sure that you’re going forward
with a strong point of view.
But that should always be informed by what’s going on with the users; again given the pace
of change, given the huge numbers of people who are connected in new ways, given all of
this technology, what does that actually mean for the ways that people are leading their
lives and really understanding that.
And being able to play that back to the organisation, to make sure that they are focused on the
right objectives for customers is really, really important and is critical to the role
of marketing.
In terms of taking people with you and engaging the wider organisation of what you are trying
to achieve, for me it is a lot about creating your own movement.
Obviously as marketers we look to create movements externally but I think that it’s equally
important internally.
So I think there are 2 key things here, firstly, thinking big, making sure you are focused
on a problem or a challenge or opportunity that is going to inspire people.
If you set some crazy goals about something that you believe people really care about,
it is actually very easy to get people to want to sign up for that stuff.
Then I think it is about story-telling, so with all of the change and the complexity
in all of this technology that is happening right now some things really don’t change,
it is still about knowing how to pitch something and telling a really good story and getting
people excited and that’s always been the case in business and I think that is just
as true today.
So those 2 things combined, so think big, you know, create a movement internally and
then know how to tell that story to get people excited I think is the way to get people on
board.