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Long article in Harvard Business Review about how marketing is undergoing a rapid transformation and how organizations can adapt to keep up with the changes.
Great submission @lukethomas ! Love this article even thought it was really long. It was really interesting to get the perspective of how larger enterprises are trying to adjust to the new marketing realities. Most of my experience has been in smaller tech companies where growth hacking is relatively easy because the culture is still malleable.
Some highlights included:
- They are creating cross functional teams to improve agility.
- They are working to understand what customers are doing and why they are doing it.
- They are focusing and aligning around a few key priorities.
These are all pretty important growth hacking principles.
Great article. I'm trying to push internal changes at work and this helped in making my presentation. The data integration parts are key, but are not being employed to the scale they should be in my company. Thanks for the great share!
Anyone have a copy - it's paywalled
Excellent article @lukethomas, really proves the how essential having a brand purpose is. And how much of a positive effect it can have when embraced by the entire company, down to each employee.
Believe this has already been embraced by many tech companies and has had a positive effect, now being followed by more corporate companies. Although the difficulty would be greater in the corporate environment, more focused on profits and paychecks, to "inspir(e) workers to get results" through the brand purpose will be proven to be a difficult task. Versus a close nit startup tech company.
But as @sean stated the article does provide suggestions on the best ways to do so such as cross functional teams.
When done properly can have excellent results, proven by companies such as Facebook "Facebook’s mission is to give people the power to share and make the world more open and connected."(https://www.facebook.com/facebook/info). Have obviously proved how advantageous having a specific brand purpose can be.
Simon Sinek actually has an excellent ted talk on how important the why is in your company, not what your company does but why they do it.(https://www.youtube.com/watch?v=qp0HIF3SfI4)
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