Playing it Safe

SUCKS.

A Call for Marketing Courage

It’s too easy for marketing to plod along cautiously, to be a passenger on the corporate bus. And that’s a damn shame, because the purpose of marketing is to drive the bus, to make the brand stand out from the pack. 

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We believe this deeply, and want to help you get there. So we’ve created this toolkit to help you make your mark. Scroll this page to learn why it matters, how others have done it, and how you can boost your Courage Quotient.

Your job is not job preservation • Don’t blend in • Confront your fear • Be courageous, not reckless • The obstacle is the way • Leap … with a plan • Be bold • Your job is not job preservation • Don’t blend in • Confront your fear • Be courageous, not reckless • The obstacle is the way • Leap … with a plan • Be bold • Your job is not job preservation • Don’t blend in • Confront your fear • Be courageous, not reckless • The obstacle is the way • Leap … with a plan • Be bold • Your job is not job preservation • Don’t blend in • Confront your fear • Be courageous, not reckless • The obstacle is the way • Leap … with a plan • Be bold •

About this framework:

For marketers to do their jobs as they’re meant to be done requires courage.

Courage to come up with Big Ideas. Courage to defend those Big Ideas from naysayers and skeptics. Courage to launch those Big Ideas into a cynical, attention-starved marketplace.

We see it every day. Hell, we feel it too. The fear of possibly screwing up, wasting marketing budget and then paying the price for it. Well, we’ve had enough. It’s time to embrace courageous marketing.

Bringing Courage to Marketing at a B2B Tech Giant

Bringing Courage to Marketing at a B2B Tech Giant

Change is hard. Change at large organizations is even harder. But if you have confidence in a new way to do things, you’ll fight for the idea. This is the story of how Michael Brenner used data to fortify his belief in a new way and change the way SAP marketed itself.

Change is hard. Change at large organizations is even harder. But if you have confidence in a new way to do things, you’ll fight for the idea. This is the story of how Michael Brenner used data to fortify his belief in a new way and change the way SAP marketed itself.

We should always be polite to our colleagues. But that doesn’t mean we should always agree with them. In fact, the best thing we can do for co-workers—and the companies we work for—is to disagree in order to build something better. 

Remember when your mom said, “Well, if Jimmy jumped off the Brooklyn Bridge, would you too?” Mom’s message was spot on for marketers, too. Don’t do what other businesses are doing; do your own thing.

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