I came across a new job title the other day and decided that this must be the epithet; I must aspire to from now on. It was “Content Crafter” and combines in two succinct words everything I joined the marketing industry to challenge. As every good marketer will tell you content is king and how you tailor/craft/fashion or construct* your message to best engage with your target audience determines the level of success you will enjoy with your client. Also quite simply neither “story shaper”, “idea influencer” nor “yarn yodeller” has quite the same resonance!
The key though is active communication and continually challenging ourselves to challenge others within the various enterprises we work with. This latest blog from Andy Bounds extols the virtues quite dramatically and succeeds in taking us on an eclectic journey from Henry Ford to Walt Disney via Steve Jobs!
Challenge yourself to challenge others
In summary to challenge people’s thinking, you need to home in on two areas:
- Provide your customer with an insight they didn’t know they didn’t know; and
- Give them a phrase to introduce it and bring value to the relationship.Why not create both now? I just did!
