The Quest for Real Solutions

Great marketers consider themselves to always be on the “leading edge.” They live to disrupt. To make brands unique and interesting. To help their clients stand out from the rest of the crowd. To be the first to come up with a new idea, a new phrase or a new way to present an old idea.

This taste for the new and different has driven many marketers to be quick to embrace the latest and greatest digital technologies. That in and of itself is not bad, but it seems that we are often fixing the wrong problems with the wrong solutions. Rather than being clear on the real problem, it is easy to become sidetracked by the symptom(s), which often falsely appear to be the problem. By doing so, have we become part of the problem? Have we been so quick to lead the digital revolution that we have inadvertently created a “veneer” of digital transformation that only gets in the way and creates additional layers of complexity?

Marketing will always drive creativity and innovation. But we must remember that true creativity is defined by original ideas that deliver value. We cannot lose sight of the fact that creativity must always result in making a positive difference to present circumstances. It must solve problems. It must make a measurable contribution. To do anything less is to only cause confusion and move the intended solution further away from a simple and effective resolution.

The role of marketers in today’s unpredictable environment is to use their knowledge and experience with what works in order to meet the needs of their clients, and to use creativity and innovation to move businesses into this new future. Marketers need to be part of the solution and not part of the problem. That will never change. Nor should it.