What is important is that you create a tiered structure of expertise. The few that need to achieve some level of mastery can typically be accommodated with the addition of two or three classroom sessions. Those that need a little deeper knowledge can be served with a combination of on line and classroom teaching. The majority can be taught remotely on a self-study basis. The good news is that not every body needs training to the same level. While there have ben huge advances in the process of knowledge transfer in recent years the fact remains that people need to take time out to learn new skills.
The biggest front-end cost, particularly in time, when you set out to create a marketing supermind is training your people in the new tools and methods. This doesn’t mean that everybody has to be trained to an expert level but it does mean that everybody has to be trained to a basic level in the frameworks, tools and methods employed.Ĭreate a Hierarchy of Skills and Knowledge This can only be done if the inputs as well as the outputs are understood. The power of a marketing supermind lies in its ability to question, to challenge and to ask ‘what if…’. If you are discussing a relative competitive index, for example, you don’t just need to know what it is, you also need to know how it is created. Most concepts in marketing are derived with a methodology of some sort. When discussing a value proposition or a positioning statement or a benefits ladder there needs to be total clarity of what is being discussed with a complete lack of ambiguity.īut it isn’t just nomenclature that’s important. An in-house dictionary that avoids the need for translation or interpretation. Smooth and effective communications requires a lingua franca. Enough with the preamble, it’s time to explore how we go about creating a marketing supermind.Ī Common Framework of Tools and Methods is Essential Without a common language you will never build your version of a tower that reaches heaven – with a common language you at least have a shot at success. This story is a useful metaphor for the biggest challenge of creating a marketing supermind if you don’t have a common language, collaborative efforts are doomed to fail.Ī common language is not the only factor that drives success but it is the most critical. In a single moment creating all the worlds’ languages and cultures. He decided to “confound their language, that they my not understand one another’s speech” and scattered them around the face of all the earth. Now, you might think this is a good thing, but god, apparently, didn’t. I crossed the line Adam Levine speaks out in official response to Sumner Stroh cheating scandal × Follow Us Create Notifications New User posted their first. He observed, “Behold, the people is one, and they have one language, nothing will be restrained from them, which they have imagined to do” But he was impressed at the power of a collaborative network in action. He was clearly an early proponent of secure borders. God wasn’t happy with the prospect of this uninvited incursion.
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