What is Big Think?  

We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

Big Think Features:

12,000+ Expert Videos

1

Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers

2

Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge

3

Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more
Close

Three Strategies for Humble and Successful Marketing

January 18, 2011, 2:42 AM
Tpdsaa

Staying Grounded

Last week's out-of-nowhere smash hit "Things Real People Don't Say About Advertising" isn't just a source of hilarity, it's also a good reminder that we as marketers often forget what actually matters.

Marketers, like all creatives, must fight the tendency to believe their own bullshit. When your job is storytelling, it's not hard to tell yourself fairytales. Fairytales are awesome for pretty, pretty princesses -- here's some tips for those of you that want to be successful marketers.

Three Simple Tips

Bringing yourself back to earth isn't hard once you have a good framework for evaluating your efforts -- here are three tips to help.

1. Track Data

It's important to know the metrics you care about. Are you tracking against revenue, leads or new user accounts? Having a few (less than three) KPIs is enough to keep you well grounded.

Trust me, if your CEO wants 10 million users this year, you won't be convincing yourself you're doing a good job because your favorite marketing thought leader shouted you out on twitter.

It reminds me of Dan Martell's email signature "In God we Trust, all others bring data." Dan's the CTO of Flowtown, so the data thing seems to work pretty well for him.

2. Is your game exponential?

Good is the enemy of great. Too often I talk with brilliant marketers who are effectively punching a clock and growing their contribution to the business in a logical and linear fashion. 

Especially in smaller teams and startups (my specialty) -- linear growth can often convince you that you're succeeding, even as you watch your competitors catapult past you.

My absolut favorite example of this is the stellar job Eloqua's marketing team has done investing in content marketing. They have had a tremendous impact on a timeline measured in months. Here's a full case study on what they have achieved (and how).

Disruption is all around us, and there is massive opportunity for you to create a huge impact with relatively little investment.

3. Consumer Relationships

How many of your customers love what you build? If you can improve the product you offer, it will likely pay back more than any marketing investment you will ever make.

Sure, marketers laugh their butts off at the inside baseball jokes on TPDSAA -- but the true lesson to learn is that consumers care about being provided with an authentic and enjoyable experience, focusing on anything else is most likely a waste of your time.

Ramit Sethi might have the best single-line on this topic I've ever heard: "I learned that I can eke out an extra 5-15% from improving the subject line…or 500% from creating a better offer."

Make sure you're focusing on improving the highest impact task possible.

You should help us continue the conversation: How do you stay grounded and focused on true success?

I'd love to hear in the comments.

 

Three Strategies for Humble...

Newsletter: Share: