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You Need This

You Need This

I was interviewing someone once for a marketing job for a client, and I asked her to define “marketing.” She couldn't do it. Someone present accused me of a “pressure interview.” I think you should be able to define your own job!

Marketing for me is the recognition and creation of need. There are three kinds of needs:

• Existing need: Setting strategy, hiring talent, implementing technology, customer service, etc.

• Anticipated need: Leading and evaluating totally remote workers, implementing AI widely, reducing supply chains.

• Creating need: Tele-consulting, global 24/7/365 responsiveness, exchanges in crypto-currency.

You need innovative responses to “sell” into these needs (provide the products and services) otherwise you become a commodity and price-sensitive.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

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