How we think
& feel about marketing
John Rose's Blog

Why buy a dog and do the barking ourselves?

Hire the right people or the right agency, brief them properly and get out of the way while they do their job. Like a bird with its wings clipped, a marketing program that is second-guessed and over-scrutinized rarely soars. Let the marketing manager manage, the writer write, the designer design, the agency…well you get the gist. Great ideas rarely emerge from a bureaucracy. Of course, these people and partners must be accountable for their performance based on mutually agreed targets and measures. But if we override their decisions and alter their plans, we should not hold them responsible for the results.

Marketing is a story that sells

The universe is made of stories, not atoms,” said poet, Muriel Rukeyser. People love stories. The art of storytelling is older than fire and one of the earliest and most vital forms of communication. It has been used to record history, relate personal experiences, convey wisdom, spread beliefs, entertain, honor supernatural forces and generally make sense of the world. We tell stories everyday. In our personal lives we use stories to enlighten, inform and entertain friends and family. In business, we use stories to train employees, notify superiors, seek permission, sell customers and explain complicated concepts. A press release, advertisement, website or post is simply a vehicle to convey a story – much like a book, movie or television show. A powerful story told in a compelling manner is what fuels the world’s most successful brands. What’s your story?