Marketing is Supporting
Marketing today is as much about supporting people as it is about changing their minds. In a blog post recently (which you can read here), Mark Schaefer “politely” disagrees with something from Seth Godin's latest book, This Is Marketing: You Can't Be Seen Until You Learn To See. I previewed some of Seth’s book online, but I haven’t read it in its entirety. According to Mark, though, Seth writes, “Marketers make change.” Yet Mark feels differently. He feels that marketers should be “coming alongside” customers, not changing them. I think they’re both right. I think that by supporting our customers, clients and constituents, we have a better chance of wining them over and earning their business. Frankly, I have always agreed with anything either of these iconic, grandmasters of marketing…