If you want to be a successful marketer in 2016 and beyond then you NEED to get good at design thinking.
Really? Has he truly lost it this time?
Let me tell you why.
Marketing is all about getting the message about what you do out to your target audience right? Well why is it that more than 50% of the startups that fail do so because they’re selling something that people don’t want?
We’re stuck in this trap, been doing it for generations, where we build shit, spend money on great advertising, and try to convince people that they need our product or service.
Interruption marketing at its’ finest.
It used to work, but that was the days before the web and particularly the growth of social media. Much more difficult these days. You might sell them something once, but if they didn’t really need it, or felt conned into the purchase afterwards, they ain’t coming back. And they’re going to tell a LOT of people.
So what’s the alternative?
Talk to people! Ask them what their needs and problems are. Figure out how to solve those and if your audience is big enough then you’re onto a winner.
The days of coming up with an idea, hunkering down and building the product, are over.
So as marketers you need to learn how to ask users what their needs or problems are. Sharpen up your observation skills. Get those Spidey-senses working. Then feed that data back into the company.
Without sales there is nothing for the production guys to make or for the accountants to count.
And without great marketing, without delivering a product or service that solves your customers needs or problems, the sales team have nothing to sell.
So Marketing people, you’re going to like this – add Design Thinking to your armoury and you will become THE MOST IMPORTANT PERSON in the company.