pyramid2dna

Four definitions of marketing*

Selling
A step beyond selling
True marketing
Innovative marketing

Selling

Systematic and purposeful organization of all the work that has to be done to:

sell a a product,
deliver it to the customer, and
get paid for it.

A step beyond selling

Systematic, planned, and organized effort needed to:

find, develop, and service the markets for the company's products and
identify & specify the products needed for the company's markets.

True marketing

"Marketing" that looks upon the entire business
from the point of view
of the ultimate purpose and justification

(Which is the customer or rather customers,
since every business and every product
has at least two, and usually many more,
quite different kinds of customers to satisfy).

This means, above all,
that one does not try to look at
the customer for "our product."

As long as one thinks of "our product,"
one is still thinking in terms of selling
rather than in terms of marketing.

What matters is the customer's
behavior, values, expectations.

And under this aspect,
one's own business,
let alone one's own product and
no company is assumed to have
the slightest importance
to the customer or
indeed to be even noticed by him.

It is axiomatic that the customer
is only interested in
the satisfaction he seeks and
in his needs and expectations.

The customer's question is always,
"What will this product or this business do for me tomorrow?"

Innovative marketing

Marketing as an innovative force in itself.

The truly new
does not, as a rule,
satisfy demands
that already exist.

The truly new
creates new expectations,
sets new standards,
make possible new satisfactions.

"Innovative marketing" therefore creates markets.

These are not absolutes. These concepts can be applied over and over at different periods in time

* This material came from Peter Drucker, but I can't remember where I got it.

“The greatest danger in times of turbulence is not turbulence; it is to act with yesterday’s logic”. — Peter Drucker

The shift from manual workers who do as they are being told — either by the task or by the boss — to knowledge workers who have to manage themselves ↓ profoundly challenges social structure …

“Managing Oneself is a REVOLUTION in human affairs.” … “It also requires an almost 180-degree change in the knowledge workers’ thoughts and actions from what most of us—even of the younger generation—still take for granted as the way to think and the way to act.” …

… “Managing Oneself is based on the very opposite realities: Workers are likely to outlive organizations (and therefore, employers can’t be depended on for designing your life), and the knowledge worker has mobility.” ← in a context

These pages are attention directing tools for navigating a world moving toward unimagined futures.

It’s up to you to figure out what to harvest and calendarize
— working something out in time (1915, 1940, 1970 … 2040 … the outer limit of your concern) — nobody is going to do it for you.

It may be a step forward to actively reject something (rather than just passively ignoring) and then figure out a coping plan for what you’ve rejected.

Your future is between your ears and our future is between our collective ears — it can’t be otherwise. A site exploration starting point

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