Antonio Romero Manager of La Rosaleda Club Marketing Malaga Shopping Center IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Master in Strategy and Creative Management of the Brand – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. I reread a few weeks ago the book “History of military incompetence”, by Geoffrey Regan (Critical Editorial) and one of its paragraphs made me reflect on its similarity with the Marketing universe. It goes like this: “Clausewitz (Carl von Clausewitz) described the war as the ‘kingdom of uncertainty’, hence it is up to every military commander to reduce it as much as possible before confronting his troops with the enemy.” Change war for “marketing.” Change warlord for “chief marketing officer.” Trade your troops for “your company.” And trade enemy for your “target.” And it will continue to have uncertainty. Everywhere.

Lots And you have to live with it. And with the awareness that no matter how much we investigate, the marketing director (or whoever does it) will continue to ignore much more than he knows. Geoffrey Regan, in the aforementioned work, reviews the personal causes (fears, doubts, overconfidence, underestimation of the enemy, …) that lead its protagonists to situations in which difficulties They turned out to be insurmountable for them. And again I thought about the similarity of this approach to our world of marketing. Among those causes, one of the ones that caught my attention the most was underestimating the enemy. Regan comments that “a military commander who underestimates his enemy presents himself with a triple difficulty. In addition to the real enemy with whom he has to deal, for whom he will not have adequate preparation, he will have to face the enemy he has imagined and for which he has prepared, as well as the resistance of those members of his staff. and inferior officers who do not share their points of view ”.If categorizing people in terms of stereotypes is usually a common mistake in the daily lives of all of us, when we talk about the business world, and especially from the prism of marketing, this mistake can lead to incompetence that causes large losses and / or the sinking of the ship.

Hence the importance of researching, analyzing Burundi Email List surrounding oneself with people who at all times provide us with objective information, and not the information that they think one wants to receive. “Nothing can be known about the enemy by working with stereotypes,” Regan sentenced .But we can also find people whose problem is precisely the opposite, that is, to analyze all the circumstances that surround them, all the information that reaches them, with the glasses of chronic super prudence, which leads many to consider that “victory it’s about avoiding defeat, ”in Regan’s words. These are hard times, in which marketers (and any professional in general) have to face situations in which the error must be present and it will be precisely the awareness of the possibility of making mistakes that will keep us awake, very attentive. And not only by analyzing external information, but precisely by looking inside ourselves, trying at all times not to let ourselves be dragged or dominated by the feelings we have talked about before, because if we let ourselves be carried away by them, our perception and therefore our capacity decision, it will be distorted. And from there to incompetence there is only one step. Yes, there are tough times, times that force us to live with uncertainty, with error, with failure. Because they are inherent to success and success. In fact, they are the same, and only the perspective of who analyzes the play changes. Think that in every battle we will find a winner and a loser. A success and a failure. In the same play.

That is why, in my opinion, trust is now more important than ever. I’m not talking about being delusional. I’m not talking about blind trust that very occasionally leads to disappointment. I speak of that confidence in our possibilities. Trusted in our companies. Trust of these companies in their workers And if there is a key department in this task of restoring lost trust, it is the Marketing department. Precisely because we investigate and help reduce uncertainty, in addition to placing our objectives at the right point, without underestimating or overestimating. Neither to anything nor to anyone. With the exact dose of confidence, which Michael Jordan already said, “I never think about the consequences of missing a great shot when you think about the consequences, you are thinking about a negative result”, and for negative, we already have our environment . Let’s add this just pinch of confidence to the broth of our respective tasks, and sweat will do the rest.

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