What does it take to be a successful marketer? A loud voice? An extravagant character? An immense passion for jumping on every stage and shine? When I applied to my first brand manager role for Coca Cola, in Belgium, this was mostly the core of the feedback received from the HR recruiter. I was on the wrong side of all these personality traits, so my career with Coca Cola ended before it started. I believed then and still do now that a successful marketer is passionate about 3 things design, consumers, and change.
Ordinary people don’t want ads; they ignore them, block them, and pay as little attention as possible to them. We know that. Beautiful design can draw attention, artistic design can unlock emotions, and functional design can solve problems. Design is vital for marketers.
Consumers are people, do you understand them well? Do you know their behaviors beyond the attitudes the expose? Do you oversimplify their natural complexities to segment them for your easy thinking process? The consumer is your wife, your distant cousin, your billionaire, or the person who irons your shirt. Please get to know them better and get to know their needs, but do so in a non-intrusive way.
Change is inevitable in the business world. Get ready to make plans and change plans every single day. Your market is shifting, your stakeholders are changing their minds, your consumers evolve, and you have to know how to pivot. Elegantly adapting your execution to better deliver on the strategy is a requirement for marketers.
If you are passionate about design, consumers, and change, the rest will come in easy. You will shine on stages because your messages will be crisp, consumer-centric, and relevant with the times. You will start talking about what you do with passion and expose your fascinating character. You need to find that voice to accompany all that.
Good luck, introverted marketer.