Marketing Innovator
Marketing is a verb. Your story is the vessel.
Your biggest asset is your unfolding story. It calls for a balance sheet: What are your strengths? What are your weaknesses? Both real and, often more important, perceived. What evidence builds on your strengths and counters weaknesses.
Your first step is to honestly assess where you are. In marketing parlance, this is called positioning. By zeroing in on your timeless core, you gain the flexibility to communicate the ups and downs and surprises of working in the volatile world of going bottom-up.
I believe the heavy-duty work of social change deserves to be treated like the serious investment it is. This site is designed to help you connect your drive and passion to real change.
My experience encompasses two worlds: institutional investing and bottom-up social change. I participated in the early days of both these worlds and became a recognized thought leader and advocate in each. When your work is positioned as an important investment, you can fully benefit from the magic of going bottom-up.
My Method
A solid marketing process is key to successfully launching and managing a bottom-up social change enterprise. You start with your position or how you stand out in the marketplace. You assemble evidence to make your purpose come alive. Most important, you establish a framework to guide when and why to change your messaging to manage your momentum.
There is no such thing as no momentum.
Marketing is your second most important ingredient for success after passion. Not only marketing who you are out there but also allowing for who you’re becoming. All marketing activities should be geared to building and managing momentum.
Let no message lie on the page. Use your personality to drive momentum. Integrate your substance and style. There is no better way to differentiate yourself, build relationships and gain credibility. Those are the factors that lead to long term success.
Things to add:
5 for the road (essays)