Outsmart Change and Future-proof Your Career

flexology

Marketing Flexology

 

If you want to be a successful marketer today, in the middle of constant change, you need to be prepared. If you have a business, you want to stay ahead of marketing trends and be ready for what’s ahead.

Last month, I interviewed Engelina Jaspers about her new book, Marketing Flexology: How to Outsmart Change and Future-proof Your Career. Engelina is a 30-year marketing veteran who helps business leaders build nimble marketing organizations with customer insight and speed to execution at its core. Though the book may be targeted primarily to marketers, I found it full of great advice for individuals and businesses in the midst of change.

 

What is Marketing Flexology?

Our world, our markets, and our customers are in constant evolution. Consumers are no longer as homogenous as they once were in the baby boomer era. If we continue to use the marketing practices of the past, we will fall behind. Marketing success today requires a new management capability and a new marketing model to keep pace, which I call the Marketing Flexology management framework. It’s a nimble structure that allows you to quickly and easily change directions without missing a beat, breaking a sweat… or losing your job!

Copyright Engelina Jaspers. Used by Permission.

 

“There lives in each of us a hero awaiting the call to action.” -H. Jackson Brown, Jr.

 

5 Marketing Shifts 

You share five key shifts in marketing. Is there one that is more challenging for leaders than others?

Marketing has undergone significant transformation over the past sixty years of our young profession. I believe the most seismic has been the shift from “art and science” to “insight and agility.” The need for high-speed listening, learning, execution, and iteration has never been greater, nor the challenge more daunting. Yet we still endlessly debate whether creative and artistic sensibilities, or analysis and measurement are most important. (Do a Google search on the words “marketing art or science” and you’ll see what I mean!) Frankly, customers don’t care what blend of art and science goes into our marketing strategies and programs. They only care how well our message hits a nerve and fulfills a need. And that requires real-time customer insight and the ability to turn that insight into action faster than our competitors. That’s why I believe “insight and agility” is the new “art and science” of marketing and requires a new management capability and framework.

 

“Frankly, customers don’t care what blend of art and science goes into our marketing strategies and programs. They only care how well our message hits a nerve and fulfills a need.” -Engelina Jaspers

 

Prepare for the Unexpected Shifts

Build an Unstoppable Organization

Wrecking Ball

Become Unstoppable

 

How can you continually improve your employees’ morale and performance?

How can you stay ahead of your customers’ ever-changing needs?

How will you survive financially amidst rising costs?

 

A version of these questions was on the back cover of The Unstoppable Organization and drew my eye and pulled me in. The book’s author, Shawn Casemore, is an authority in employee and customer empowerment. His consulting practice is focused on helping leaders build organizations stronger through their people.

After reading the book, I talked with Shawn about his work and the book.

 

Unstoppable Characteristics

What are the characteristics of the “unstoppable organization”?

An Unstoppable Organization is one in which the CEO and leaders from across the organization perceive themselves as facilitators of their employees needs, suggestions and ideas. Their priority is to remove the barriers and obstacles that stand in the way of their employees getting their job done. In turn the leaders of Unstoppable Organizations recognize that by creating an environment in which their employees can thrive results in an environment in which customers are satisfied.

 

“An unstoppable organization is one that puts its people first, placing them at the forefront of creating a brand promise.” -Shawn Casemore

 

Customerize Your Future

What is “customerizing” and why must companies do it?

An unstoppable organization is one that puts its people first, placing them at the forefront of creating a brand promise that will satisfy the evolution of customer demands. When people aren’t placed first, the brand promise ultimately will fail. Domino’s was only able to meet it’s brand promise of “30 minutes or it’s free” by having it’s entire team in each store be dedicated to creating a consistent product that was delivered on-time every-time. Your customers want customization, and it’s through your employees that you can actually define and meet this growing need. With the right product knowledge and a clear understanding of the customer, employees are well equipped to provide the ideas and support necessary to satisfy your brand promise.

 

“Businesses often forget about the culture and ultimately they suffer for it, because they cannot deliver good service from unhappy employees.” -Tony Hsieh

 

How do leaders best build an organizational culture that adds value to customers?