Friday, February 27, 2009
Why an Employee Mindset Dooms Marketing
I think a lot of us look at marketing tasks from an employee mindset -- complete the task and receive a reward, regardless of what completing the task achieved.
That leads to the tendency to to do those tasks just for the sake of doing them and bailing out when when we don't see immediate compensation for our efforts.
It also leads to the failure to measure results, and the unwillingness to tweak and improve, that is essential to growing a business.
If we see marketing as a task for which we expect compensation simply because we put some time into it, we'll never see any benefits.
If, instead, we start by defining the results we want and then focus on getting the output of our efforts to match the results we seek, we'll start to see real benefits from those efforts.
Jeff
I think a lot of us look at marketing tasks from an employee mindset -- complete the task and receive a reward, regardless of what completing the task achieved.
That leads to the tendency to to do those tasks just for the sake of doing them and bailing out when when we don't see immediate compensation for our efforts.
It also leads to the failure to measure results, and the unwillingness to tweak and improve, that is essential to growing a business.
If we see marketing as a task for which we expect compensation simply because we put some time into it, we'll never see any benefits.
If, instead, we start by defining the results we want and then focus on getting the output of our efforts to match the results we seek, we'll start to see real benefits from those efforts.
Jeff
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