Tuesday, March 27, 2012

The Future of Human Marketing

There are a thousand ways to kill a startup.

Bad locations, unprofitable niches, sloppy execution, unremarkable products, inflexible owners, poor hiring decisions, bad timing, broken business models, the passion paradox, lack of financing, lack of market traction, premature scaling, poor investor management, fights between founders, uncontrollable growth, just to name a few.

No wonder half of them die before their fifth birthday.

But we can’t overlook the silent killer. The granddaddy of them all. The one issue that, if addressed in the beginning stages of building, might actually wipe out a lot of the other causes of death.

Knowing who you are.

When you know who you are, every moment isn’t a moral challenge, it’s just a checklist. Decisions are easier, postures are sturdier, interactions are warmer, relationships are healthier, risks are smarter, transitions are smoother, failures are faster and commitments are stronger.

In short, your mission becomes more than a statement.

Two years ago, I started helping companies solve that problem.

Through my strategic planning crusade – not just a process, but a crusade – we take a company and figure out who they are, what they change and why they matter. We uncover internal legends that reflect their brand’s human purpose. And we hang limited edition art pieces as the social artifacts from that process to remind people of that purpose, every day.

Now, the company brings their values to the forefront. Now, their philosophy oozes with personality and emotion. Now, they can’t forget who they are.

It’s not a nametag – it’s a brandtag.

It’s the future of human marketing, company culture and brand interaction.

And considering the fact that fourteen hundred startups have already launched since I started writing this blog post, I’m beginning to wonder what would be different in the world if more companies knew who they were.

How will you make your mission more than a statement?

For the list called, "38 Ways to Make Customers Gasp," send an email to me, and you win the list for free!

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Scott Ginsberg
That Guy with the Nametag
Writing, Publishing, Performing, Consulting

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