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Why the best people don’t go into marketing and what we can do about it
"Hire people who won’t just “do” branding and content marketing— they’ll tell stories that make your audience feel something, the way fiction writers make people feel something for the characters in their books."
"Hire marketers because marketing is what they’re best at, not because they can’t do anything else."
^^ this line resonated with me. When I first got to the valley, my girlfriend gave me very similar advice. She said, do marketing because you love it, not because you have to. What she meant was choose my career, don't just fall into it by default.
I think too many graduating students go into marketing because it's sexy or because they can't find anything else to do within the business world. This is the wrong mentality and waters down our field.
I sometimes wish there were higher bars to entry. Like with devs, you have to pass certain tests, with lawyers or doctors you have to pass exams. I am not suggesting that marketers should have walls to entry but I do wish there were ways to differentiate between those that love marketing and those that do it by default.
It's an unfortunate reality. When I transitioned into the tech-startup world, I was quickly informed of an old Silicone Vally saying that "If you have brains you build it, if you have balls you sell it, and for everyone else there's marketing"
But like the author of the post points out, marketing is an essential part of company growth and overall health and shitty marketing is also a reason for company failure. Having the best people on your team will set your company apart.
Thanks for sharing!
Starting from the assumption that the "best people don't go into marketing" is a bit alarmist, but other than that this article is pretty on point. Like @benhoffman I also wish the barriers to entry were higher, but on the flipside I know great marketers from a variety of backgrounds. It's a tough line to walk.
I LOVE what I do as a marketer, and I that's why I work to get better at it every. single. freaking. day. But for every marketer like me there are 3 who suck at their jobs. Those people aren't marketers, they're relics. Marketing moves so fast you're left behind within weeks if you're not constantly updating your tactics, which makes your background irrelevant pretty quick. Either you're getting better, or getting worse. Status quo isn't an option.
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