Marketing in a nutshell: “Seek first to understand, and then, to be understood".
What I believe in
In the context of today's ever-increasing signal about technology as the source of unprecedented source of impact on human behaviour at societal level, I cannot help but ask - what is the role of marketing as a discipline in influencing our future?
Nobody likes being sold to and yet every single one of us sufferers from manipulative marketing practices on a daily basis. We will be waiting a terribly long time if we wait for the legislation to tell us how to be better. We marketers are always at a service of an idea, a project, we are like a megaphone that amplifies what is. I believe in aligning goals and financial gain - the real sustainalbility.
For it to become a movement, 2 components need to be true : the goal of the project is rooted in human-centred sustainable solution an the marketing practice itself needs to be sustainable and ethical. Using good methods for a bad goal is pointless and using ba methods for a good goal tarnished the goal and destroys it in parallel.
I believe in flipping the system. In a world where each of us can find our place and meaning by contributing in individual ways to a system that at its core supports equality, sustainability and includes everybody. Naive? Good!
What I work towards (vision of the future)
I want to use my skills, time and creativity to promote future-friendly initiatives. If a product or service is designed and promoted to only help a small group of individuals to thrive at the expense of others, using manipulation, deceit, technology or design to achieve shot-term, revenu-first goals, it inevitably takes away from the wellbeing of the rest of the world.
Technology being at the service of meaningful projects and money going back to being a means of exchange.
Build trust in marketing as a source for good
What is the agenda I am helping to promote? Is my brief based on manipulative or transparent and trust-restoring methods?
My guiding values
Integrity over the constant 'Spin’
Marketing with integrity means doing the right thing over the revenue-driven thing. Asking, if the choice made today has a long-term social impact.
Collaboration over competition
Collaboration towards common larger goals instead of competition mindset. In the end we are all part of the system with at the highest level our species and the planet as the physical limits to our shared resources.
Simplicity and clarity
Meaningful action
Systemic change over one-time shot
You as a business win, your client wins and the society at large wins from
win win win quiz (checklist)
Slow power instead of short-term results
Human-first, net revenu - second
My Most Urgent Priorities
Change the narrative around marketing practices
Create proof that ethical ways yield results
Make sustainable projects have equal access to the best, most advanced marketing tools and practices
Common good over an individual gain.
The steps we can all take