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Wanted Marketing Linchpins

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A tribute to Seth Godin's new book Linchpin. There comes a time when marketers can continue to be cube dwellers or become indispensable to brands and companies. It's time for all of us to make that …

A tribute to Seth Godin's new book Linchpin. There comes a time when marketers can continue to be cube dwellers or become indispensable to brands and companies. It's time for all of us to make that decisions and become Linchpins.

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  • 1.  Linchpin   Rich  Meyer  
  • 2. “Today  I  had  the  choice  of   doing  something  important   that  no  one  would  ever    Linchpin   realize…or  doing  something   that  would  seem  like  an   accomplishment.       So  I  a>ended  mee?ngs  un?l  I   could  no  longer  appreciate  the   difference”   Dilbert  
  • 3. Welcome  to  the  new  world     of  work   •  We  are  surrounded  by  bureaucrats,  note  takers,   literalists,  TGIF  employees,  map  followers,  and   people  afraid  to  speak  up.    Linchpin   •  We  are  oGen  led  by  managers  who  do  what  is   best  for  themselves,  not  what  is  best  for  your   customers  or  your  brand.   •  Processes  are  too  oGen  aligned  around  what  is   best  for  the  company,  not  your  customers.   •  We  spend  way  too  much  ?me  in  mee?ngs,  and   doing  and  re-­‐doing  Power  Point  presenta?ons.   •  We  try  too  hard  to  be  liked  by  business   colleagues  because  we  are  oGen  graded  on   how  well  we  “get  along”  with  others.  
  • 4. How  did  we  get  here  ?   •  The  economy  and  high  unemployment  rate   have  led  to  fearful  employees  who  will  do    Linchpin   anything  to  keep  their  jobs.   •  Matrix  organiza?ons  spread  decision   making.    Agreeing  with  the  crowd,  even  if   they  are  wrong,  is  oGen  the  only  course  of   ac?on.   •  Too  many  employees  are  evaluated  on  how   they  “get  along”  with  others  within  their   organiza?on.    This  includes  Resistance   Leaders  and  Lizard  Brains.  
  • 5. On  top  of  all  this,  consumer   behavior  also  is  changing   •  Consumers  have  changed  their   behavior  as  a  result  of  the      Linchpin   recession.   •  They  are  not  loyal  or  cheap   commodi?es  any  more.   •  They  have  become  more  skep?cal  of   tradi?onal  marke?ng  and  have  more   power  than  marketers  realize  or  give   them  credit  for.  
  • 6. And  all  this  is  happening  when     more  employees  are  saying…   “It’s  not  my  job”    Linchpin   •  Employees  who  want  to  clear   projects  from  their  desks  and  get   them  done  even  if  it  means  not  doing   them  right.   •  The  Resistance  loves  processes  and   following  rules.   •  Consumers  know  which  brands  value   them  as  people  and  which  ones  see   them  as  “profit  centers”.  
  • 7. The  irony  of  all  this  is   •  What  companies  desperately  need  now   are  indispensable  employees  who  are    Linchpin   original  thinkers,  provocateurs,  and   people  who  care  about  what  they  do   and  how  it  impacts  customers.   •  We  need  marketers  who  can  lead,   salespeople  who  are  willing  to  make  a   human  connec?on,  passionate  change   makers  willing  to  be  shunned  to  make  a   point.   Down  with  the  Resistance  !!!!!  
  • 8. Working  in  corporate  America   can  be  challenging  today     The  working  middle  class  is  suffering  right   now:    Linchpin   •  Wages  are  stagnant   •  Job  security  is  gone   •  More  work  with  less  people  equals  more   stress   •  It’s  easier  for  companies  to  turn  employees   into  replaceable  cogs  in  a  vast  machine.       •  The  easier  people  are  to  replace,  the  less   they  need  to  be  paid.  
  • 9. The  only  way  to  stand  out  is  to     become  indispensible     •  The  only  way  to  get  what  you  are  worth  is  to  stand  out,  to  exert   emo?onal  labor,  to  be  seen  as  indispensible,  and  to  produce  interac?ons   that  organiza?ons  and  people  care  about.    Linchpin   If  you  want  a  job  where  it’s  okay  to  follow  the  rules,  don’t  be  surprised  if   you  get  a  job  where  following  the  rules  is  all  you  get  to  do.                                                                                                                                                          Seth  Godin,  Linchpin  
  • 10. But  by  becoming  indispensable,     you  may  not  be  loved    Linchpin   It’s  enGrely  possible  that  once  you  chose  to  become  indispensible,  you   will  no  longer  be  loved.  
  • 11. So  the  ques?on  becomes,   Do  you  really  want  to  be  a  Linchpin  ?    Linchpin  
  • 12.  Linchpin   What  is  a  Linchpin  ?  
  • 13. Law  of  Linchpin  Leverage   The  more  value  you  create  in  your  job,  the  fewer  clock   minutes  of  labor  you  actually  spend  creaGng  that  value.    Linchpin   hours  of  effort/day   follow instructions “most  of  the  Gme,  you’re  not   being  brilliant”   insights pay  
  • 14. Fearless,  reckless,  and  feckless   Organiza?ons  go  out  of  their  way  to  seek  out  people  who  are   fearless,  but  they  also  go  out  of  their  way  to  weed  out  the   reckless.   •  Fearless  means  “unafraid  of  things  that  one  shouldn’t  be   afraid  of,”  like:    Linchpin   –  Giving  a  presenta?on  to  an  important  customer  without  losing   a  night’s  sleep.   –  Taking  intellectual  risks  and  forging  new  paths.   •  Reckless  means  rushing  into  places  that  only  a  fool  would   go.   –  It  leads  to  big  problems  and  can  cost  your  company  a  lot  of   money.   –  Reckless  is  what  led  to  the  mortgage  and  liquidity  crisis.   •  Feckless  is  ineffec?ve,  indifferent  and  lazy.   –  “I’ll  do  just  what  my  job  requires  me  to  do  even  though  I  could   do  be>er”   –  “I  don’t  care,  it  will  never  work  anyway”  
  • 15. Do  you  have  the  ?me     to  be  perfect  ?    Linchpin   Quan?ty   Quality   Do  you  spend  all  day  trying  to  be  perfect  (avoiding  mistakes)?      If  so,  you’ll  never   catch  up  and  have  ?me  to  really  think  about  what  you’re  doing.  
  • 16. Because  you  shouldn’t     be  afraid  of  failure   Failure  is  only  the  opportunity  to  begin  again  more   intelligently.                                              Henry  Ford    Linchpin   You  can't  have  any  successes  unless  you  can  accept   failure.                                              George  Cukor   Nothing  fails  like  success  because  we  don't  learn  from  it.     We  learn  only  from  failure.                                                Kenneth  Boudling  
  • 17. But  beware  the  Resistance,   they  want  to  assimilate  you      Linchpin  
  • 18. The  Resistance:     Your  Lizard  Brain   •  The  Lizard  Brain  is  hungry,   scared,  angry,  and  wants  to  eat   to  be  safe.    Linchpin   •  The  Lizard  Brain  will  fight  you  at   every  turn  and  would  rather  run   away  or  remain  with  the  status   quo.   •  The  Lizard  Brain  is  more   concerned  with  what  everyone   else  thinks,  because  status   within  the  tribe  is  essen?al  to   survival  and  promo?ons.  
  • 19. The  Resistance  is  not  to     be  taken  lightly   •  The  Resistance  (lizard  brain)  can  wreck   people,  teams,  and  brands.    Linchpin   •  The  Resistance  is  nefarious,  clever  and  is   always  in  mo?on.   •  It  creates  procras?na?on  &  ra?onaliza?on.   •  “You  can’t  beat  it,  so  you  must  seduce  it.”   Keep  your  friends  close,  but  your  enemies   closer.   Don  Corleone,  The  Godfather  
  • 20. The  Resistance  is  strong     “See,  I  told  you  it  would   never  work.”   •  The  Resistance  loves  school    Linchpin   because  school  is  obedience   and  they  can  be  soothed  by   thinking  more  obedience  is   be>er  work.   •  At  work,  the  Resistance  plays   devil’s  advocate  in  mee?ngs,   they  follow  the  rule  book   and  processes  even  if  they   are  not  applicable.    
  • 21. The  reason  the  Resistance  can  win   at  work  is  because  “you  might  fail”   Sure,  you  might  fail,  but  successful  people   think  of  failure  differently.    Linchpin   •  Successful  people:   –  learn  from  failure   –  learn  that  the  tac?cs  they  used   didn’t  work  or  that  the  person  they   used  them  on  didn’t  respond.   •  You  become  a  winner  because  you  are   good  at  losing.   In  their  quest  for  for  job  safety,  the  Resistance  is  laying   the  groundwork  for  their  own  eventual  demise.  
  • 22. Sure  you  can  fail  but  Linchpins  turn   failure  into  success  and  build  on  it    Linchpin   By  using….  
  • 23.  Linchpin   The  7  abili?es  of  a  Linchpin  
  • 24. Provide  a  unique  interface  between   members  of  the  organiza?on   •  Help  lead  and  establish   human  connec?ons.    Linchpin   •  Provide  a  link  between   your  customers  and  key   influencers  within  the   organiza?on  so  they  can   hear  what  consumers   think  and  feel  when  it   comes  to  your  brand  and   products.  
  • 25. Deliver  unique  crea?vity   •  Be  passionate  enough  to    Linchpin   risk  rejec?on  by  bringing   new  thinking  to   problems.   •  Stay  away  from   spreadsheet  “analysis   paralysis”  because  your   compe?tors  are  using   the  same  spreadsheets.  
  • 26. Manage  a  situa?on  or     organiza?on  of  great  complexity   •  Linchpins  make  their    Linchpin   own  maps  and  blaze  new   trails  because  there  is  no   manual  for  rapidly   changing  business   environments.   •  By  developing  new   processes  and  trails,  you   become  more  valuable  to   the  organiza?on.  
  • 27. Lead  customers   •  Consumers  are  seeking   to  connect  more  and    Linchpin   more.   •  The  new  model  is   interac?ve  and   decentralized  with   people  who  can  solve   customer  problems   without  requiring  tons  of   mee?ngs.  
  • 28. Inspire  Staff   •  Understand  your  job  is  to   make  things  happen.    Linchpin   •  Destroy  the  “it’s  not  my  job”   agtude.   •  Make  people  feel  they  are  part   of  the  greater  good  that  makes   things  happen.  
  • 29. Provide  deep  domain  knowledge   •  Understand  the  issues  from   “what”  to  “why”  and  you’ll    Linchpin   be  able  to  provide  be>er   solu?ons  that  meet  your   customer  needs.   •  Don’t  rely  on  data  alone,   always  ask  “what  is  this   telling  us  ?”  
  • 30. Possess  a  unique  talent   •  The  more  unique  your   talent,  the  more    Linchpin   indispensable  you  are.   •  Always  keep  learning  and   acquire  new  skills  and   talents.   •  Be  thought  of  as  an   “expert”  in  certain   capabili?es.  
  • 31. Remember,  not  every  ar?st      creates  “a  work  of  art”   “Most  arGsts  can’t  draw,  but  they  can  see”   •  An  ar?st  is  someone  who  uses  bravery,  insight,  crea?vity,  and  boldness  to   challenge  the  status  quo.   •  Art  is  a  personal  act  of  courage,  something  that  one  human  does  that  creates    Linchpin   change  in  another.  
  • 32. Are  you  willing  to     follow  your  passion  ?   Following  your  passion  is  much  more   desirable  than  watching  the  clock    Linchpin   •  Passion  is  the  desire,  insistence,  and   willingness  to  give  of  yourself  to  make   others  around  you  be>er.   •  Passion  isn’t  making  money...it’s   making  a  difference.   •  Passion  isn’t  project  specific,  it’s   people  specific  .   •  People  with  passion  look  for  ways  to   make  things  happen.  
  • 33. Today  could  be  a  turning  point   “Today  is  a  turning  point,  a  once-­‐in-­‐a-­‐ life?me  moment  in  ?me  when  you  get  to    Linchpin   make  a  choice.    Instead  of  focusing  on   complying  with  management  as  a  long-­‐ term  strategy  for  gegng  more  stuff  and   being  more  secure,  we  have  a  chance  to   describe  a  powerful  vision  for  our  future   and  to  actually  make  it  happen.    The  new   dream  isn’t  about  obedience,  it’s  about   vision  and  engagement”   Seth  Godin   Linchpin  
  • 34. Sooner  or  later,  we  all  have     to  make  a  tough  choice    Linchpin   “Sooner  or  later,  marketers  have  to  make   a  choice  between  following  the  crowd   and  being  loved,  or  making  yourself   indispensible  by  doing  what  is  best  for   your  customers  and  your  brand.”   Richard  Meyer   Passionate  Marketer  
  • 35.  Linchpin   Don’t  let  it  go…   because  when  you  do,  you  slowly  lose  your  passion  and  work  becomes  a  job   where  you  are  more  interested  in  watching  the  clock  and  waiGng  for  the   weekend.  
  • 36. About  me   •  Richard  Meyer   •  My  resume    h>p://www.richardameyer.com   •  My  marke?ng  BLOG    h>p://www.richsblog.com   •  MY  DTC  BLOG    h>p://www.worldofdtcmarke?ng.com    Linchpin   h>p://www.twi>er.com/richmeyer   h>p://www.facebook.com/richardameyer   h>p://www.linkedin.com/in/richardameyer  
  • 37. Linchpin   This  presenta?on  is  dedicated  to  Seth  Godin.      Linchpin   You  have  led  me  to  rethink  all  that  I  learned   and  I  use  your  books  as  a  reference  tool  to   apply  what  you  teach.   Thank  you     If  there  is  one  book  that  you  need  to  read,   this  is  the  book.   Purchase  it  here  at  Amazon