Unfancied industry? No. Just a challenge. It’s an opportunity to make the biggest difference and really impose your style. This was just one of the many insights I was able to absorb in an entertaining 90 minute Marketing Academy session with Direct Line’s Mark Evans.
Following a career in many industries – and me just starting out on mine – Mark kindly spoke through his previous roles and how he ended up in the insurance game.
“I become very good at post-rationialising”. This was the quote that stuck out of the session and something that I need to do more in my current working style.
Within seconds, this concept spoke a few inspiring truths in my current line of working and how to stop and think about what you have achieved or failed at and take that learning with you for the greater good.
Also discussions didn’t only focus primarily on how to change attitudes in unfancied industries, but also how to create culture and ‘legacy’ to drill home your brand messaging. Brand marketers have the greatest opportunity to embed and lead culture change within a brand organisation and how it transpires internally and externally.
Converting from a point of purchase to a point of need is something most organisations are now aiming for, but taking that journey, or even recognising it, can be one of the hardest truths out there for boards and stakeholders alike.
Build out those uncomfortable truths.
ROI is often a talked about subject to really show the value of marketing and for it to be seen more than an ‘expenditure’. If you can manage and be trusted with credibility, risk and responsibility then your ROI speaks for its own.
Although, much of the session discussed finer details of how a marketer can make strides into the boardroom, much of Mark’s energy focused on significance and success and how the two marry up.
He suggests that you, or indeed anyone, can be successful but it’s that significance that is where you can make the difference. Emerging as that leader is a journey and you have to take steps to get there, but ultimately having your purpose and not afraid of getting things wrong seems to be the underlining principles.
A great mentor meeting.
Orignally posted and published on Steven Woodgate’s own blog – http://www.stevenwoodgate.com/blog/marketingacademy-mentor-1-mark-evans-direct-line/
