As Marketers
As Professionals
Our job, NO, our responsibility to the craft is to deliver Change that is needed and wanted
Change that means things are permanently different than when we began
In this journey we have to be very aware of WHO this change we create is to be directed at
For generation upon generation we created change towards the gatekeepers, category managers, store owners , buyers, all i.e. the Trade
Trade publications thrived
Trade shows thrived,
and then something happened
What happened is connection
What happened is perceived with polarity
The old guard- its Armegeddon
To those embracing the limitlessness of connection its Game Changer!
Game On!
Insanity still holds a obvious endearing place amongst many Brands and executives
but now more than ever Connection is King
Why not jump in!
Its time to get really specific
Its time to get personal
Its time to dial down , its not just demographics
The age, sex, income, activity and lifestyle
Its also time to dial down to Psychographics too…
Worldview and Bias’s of the community we are here to serve, delight and embrace
If it sounds like work-
IT IS
however it is good work that we do when we care
Ultimately its never about the gatekeepers, never really has been
They were simply inflated in importance because the layer/ wedge they provided between US (Brands) and Them ( the Community/tribe)
That Phone, Those apps, That power, Use it wisely, Use it Generously, Use it…Use it..Say Something that matters
