Matthew T Grant

Like I said in a prior post, when I attended MarketingProfs B2B Forum several years ago, it changed my life (for the better!). Now I would like to add that 80% of the work I’m currently doing can be linked back to contacts I made at the Forum last year when I moderated a panel on content marketing.

Of course, your results may vary but I highly encourage you to attend this event (or the associated Tweetup) if you are in Boston next week. I say that on the one hand because they’ve given me a pass for promoting the event, but, on the other hand, I would say it even if they hadn’t. The MarketingProfs community is full of interesting, talented people and you will benefit from just being around them.

Oh yeah, and while there, you could even have the chance to talk with me, one-on-one, mano-a-mano, about blogging. Believe me, I’ve got a thing or two to tell you on that topic.

It’s still not too late to register and, I think, you can still get a $200 discount if you use the codeword “BLOG.”

I very much hope to see you there and, if you see me, come over and say “Hi.” I’m really tall!

I’ve never been a big fan of the “reality is an illusion” perspective, though I certainly understand it.

If we equate reality with our perception of reality, for example, then we are naturally deluded, for that perception is a product of our sense organs, our neurological infrastructure, and, I’m told, our race, class, and/or gender.

If, on the other hand, we say, “Reality is what is really there regardless of how it is perceived or whether it is even perceptible in the first place,” then we simply concede that our normal state of conscious awareness is, at best, a useful representation of the thing (reality) itself. That may not make it an outright delusion, but it at least makes it something like a practical hallucination.

The curious thing is that these hallucinations, these delusions, can be shared, even massively so (think of religions, nation states, the cult of celebrity, etc.). I would even go so far as to say that the process of sharing our delusions actually serves as a helpful corrective. We get closer to “what is really there” whenever we engage in a conversation with others concerning what seems to be there or what we assume to be there.

At least, that’s what my work as an independent professional (or, “thought ronin“), has taught me thus far.

If you want to get as close as possible to understanding what someone else wants, what they’re after, and how they would like you to help them, then you got to talk it out. And the more you talk it out, the more real everything gets. (I’m referring to actually talking here, conducting an email correspondence or swapping lengthy voice-mails does not count.)

Of course, sometimes you just don’t want to get real, finding the familiar cocoon of delusion far more comforting and far less vexing. But that’s another issue we should talk about.

Image Source

What got me thinking about this was a story about black tar heroin in the LA Times back in February. The sub-headline read, “Sugar cane farmers from a tiny Mexican county use savvy marketing and low prices to push black-tar heroin in the United States.”

The specifically savvy marketing in this case involved putting a premium on customer service (being willing to deliver even relatively small amounts), customer satisfaction (they called to check on quality), customer referral programs (discounts if you bring in new customers), etc.

Oddly enough, just prior to learning of this underground marketing success story I had written about the marketing techniques of the botnet masters. And then, soon thereafter, I heard an episode of OnPoint focused on Bernie Madoff and one of the guests, Frank Casey said, “We understood the ‘game’ of exclusivity and we understood that was his marketing concept.”

In other words, I’ve come to realize that no matter how much people malign marketing, they cannot deny its critical role in every kind of business success. The reality of the value marketing brings to any enterprise, far from being difficult to demonstrate, is in fact undeniable.

As proof of this contention, I submit the fact that “marketing” is a recognizable function in the dark allies and backrooms of underground economies, where many conventions of the above-ground economy – signage, agencies of record, HR- are eschewed in the name of fugitive efficiency.

Interestingly enough, and more as an aside, Frank Casey also points out that, in addition to his marketing concept, Madoff’s scheme relied on a sales (or at least a business development) function. As Casey puts it, “There was always somebody in the middle that was willing to make money feeding victims into the monster.”

Ouch!

Image Courtesy of indfusion.