Thursday, February 14, 2008


A matter of understanding scope, time, and impact
The role of the cutting edge marketing professional, regardless of institution or organization, is to make relevant translations between all parties to influence performance and progress. The consumer wants a need to be fulfilled, and so does the company who sells the product or service. How do you translate between the two parties to meet those needs? It’s easy when you have a company culture of totally valuing the customer, or when the customer totally understands the company. But what if there’s a communication barrier – with no fault to point out? Who then translates the message to both parties?

It’s far beyond spin, especially when neither party knows what they want.

Today, I came to understand the value of translating. It will become one of the most valuable commodities in the marketplace. The professional who can listen, and match those keywords with solutions from another language will make the biggest difference in the organization. Technology, in many ways, has forced all professions and disciplines to lose contact with other aspects of the business. Therefore, it is the role and responsibility of the marketing professional to make those connections, and create a platform where understanding (if not dialogue) can take place.

I don’t have a point to make. I’m just rambling to feel better. Never underestimate the value of listening.

- Peace

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