I’m different from any other designer, businesswise, in that I’ve built this company up and I own it. I never had business hype behind me to promote my image… My image is real… I have never had marketing people telling me what to do.
I always point people to the article ‘1,000 True Fans’ by Kevin Kelly. If you choose your thousand ideal customers or readers properly and find the single author blog that targets that audience, you never have to do any more marketing. You’re done. That is a lesson that very few product developers and marketers have learned, and it’s unfortunate.
More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean ‘wrong’ in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.
The great myth is the manager as orchestra conductor. It’s this idea of standing on a pedestal and you wave your baton and accounting comes in, and you wave it somewhere else and marketing chimes in with accounting, and they all sound very glorious. But management is more like orchestra conducting during rehearsals, when everything is going wrong.