The most important change you can make

Sometimes, the most important change you can make is changing the perception of the marketing function in your company. If you feel like you’ve become the “Office of Producing Stuff,” your day probably revolves around producing posters, banners, eblasts, PowerPoint presentations, and whatever your organization needs done.

It’s more important to become “the office of innovation.” While innovation is a solution, it comes from a search for interesting challenges, like why you aren’t getting the outcomes you want or need.  One important thing we can do together is identify a vexing organizational challenge and come up with an innovative, cost-effective way to solve it.