I recently attended a meet up with entrepreneurs and business owners who are looking to craft a culture within their companies. A recurring topic came up as people discussed the CEO’s role as a champion for setting the companies culture. Entrepreneurs are constantly in a state of self-doubt and often times depression. Between the struggles of wearing too many hats and the challenge of stretching themselves to be successful at activities they don’t enjoy, the passion of purpose gets lost. Stack on top of it the reminders by business coaches and consultants to remember WIIFM (What’s in it for me), and there’s no wonder people are getting lost and forgetting who they are or how to market their business.
A rather valid point was made during the presentation that companies are selling the story of the founder and a connection to a greater purpose well past the 250m mark in yearly gross sales. In the midst of all the banter and self-doubt, I suggested that this was perhaps a good indication why entrepreneurs need marketers. Marketers retain the best version of the companies founders, the ideals of the companies founding, and its purpose in serving its customer base. They facilitate clear communication of those messages appropriate to the audience and channel.
Upon uttering these words, disdainful heads whipped around and I heard, “Marketers are rarely like that”. I was silent and a little stunned. Later I thought, “Maybe that’s why I’ve had the same customers for over 20 years”.