Marketing is Magic:  A Lesson for Systems Thinkers

People who are systems thinkers often can’t figure out why others “don’t get it.”  To this category of thinker, many problems stem from root causes; fixing anything but the root cause doesn’t solve the problem.  They go slow to go fast.  Sometimes they end up in the trees and lose sight of the forest.  The complexity of the challenge can be both daunting and exciting, and success can strengthen other processes and productivity.

Then there are those who want results now.  These poor souls have to endure conversations or white board sessions with the systems thinkers when all they really want to do is get the immediate problem solved.  Unless sufficiently motivated (i.e. in some form of pain) they aren’t likely to sit through the project plan.  They may prefer to go fast now, and rework if necessary. Sometimes the rework isn’t necessary, and the solution is good enough and we can move on.  Other times the problem persists.

Like almost everything, ways of thinking exist on a continuum.  Each stop on the spectrum of thought has benefits and drawbacks.  Without awareness of this continuum, relationships and work can suffer from miscommunication and tension.  The methods used to achieve the desired results may not be in sync.  Here’s where Marketing can work its magic.  But first, a definition:

The American Marketing Association definition: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association (AMA) Approved July 2013)

Exchanging offerings that have value, in the service of solving problems.  That’s what this is about.  Wherever you are on the continuum, arguments need to be prepared as to what the benefits are of an approach.  Build the business case.  If this consideration of others needs isn’t addressed, the tension and problem will remain.

Our culture embraces and promotes the quick fix and it’s easy to think the problem is solved even if it isn’t.  Be cognizant of the system – if there is a root cause that needs addressing, identify it and be strategic in how you get others on board to solve it.  If it’s not systemic, find the minimum viable solution and move on.  Marketing is a process – so, keep the ego at bay relax into the process of creating value for your “society at large.”

https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx  Retrieved 11-9-18