The Messy Manifesto
Professional Services marketing can be MESSY, but it doesn’t need to be.
A manifesto is a declaration of one’s beliefs, opinions, motives, and intentions. It functions as both a statement of principles and a bold, sometimes rebellious, call to action. I hope that this Messy Manifesto challenges your assumptions, provokes change and inspires you to join me in elevating marketing to its rightful role.
Marketing is about strategic impact—not about “making it pretty.”
Intelligent people prefer to agree rather than to obey.
One should invest in human capital, not HR. The former is about potential, the latter about risk.
Professional firms are ideal organizations, but, like capitalism, they are far from perfect.
Focus on the issue—THEN the solution.
Liking an Apple commercial does not make you a marketing expert.
Align your market opportunity, core capabilities, and brand’s relevance; otherwise, you just squander time, money and resources. Yours probably aren’t aligned.
Own the attribute that others are afraid to own, like prudence.
Brand the firm AND the people. They are symbiotic—not synergistic.
Metrics are for improvement, not blame.
Reading The Five Love Languages by Gary Chapman will make you a better spouse, parent, and leader.
Prudent partners, steward prudent firms.
The point at which you are getting sick of your marketing messages is the point your target audience is beginning to hear them.
Know your market AND yourself. They are different.
Where you cannot be, transformation lays.
Discipline, not rigidity.
It’s a culture, not a brand. Get that straight.
Mindfulness, always mindfulness.