Truth & Purpose
As a marketing professional I spend a lot of time thinking about truth and purpose becuase after all, at the end of the day that's what we're all looking for and motivated by. It's the starting point for every project whether building an online community or launching a new product. The goal is always the same, expose the truth of the subject to clarify its purpose.
From Apple to Visa to United Airlines everyone one of my clients whom I have had the privilege of working for has required the same exercise of consideration that exposes a specific truth behind the motivation that drives desire.
One of the most satisfying experiences in Marketing comes after all research and analysis has been presented; there's always a moment when the message crystalizes and truth revels itself as a singular point of view, like the fin on Pininfarina's Cadillac - there's no other shape or explaination that can answer the question as well.
It doesn't matter what size the campaign because the reward is always the same, being a witness to perfection.
Author of Epic Content Marketing How to Tell a Different Story, Break Through the Clutter & Win More Customers by Marketing Less No longer can we interrupt our customers with mediocre content (and sales messages) our customers don’t care about. You can attract prospects and customers by creating information and content they actually want to engage with.
Probably one of the top marketing books I have read in a long time. Baer breaks down the changing face of marketing which companies must adhere to or get left behind in the evolution of more involved customer bases and presence of social media. Examples are well laid out and measurement tactics are well defined.