I hate to pull from Seth so much to get this thing started, but to practice like a Jedi, one needs to understand how to think and see the world in Yoda’s eyes. This one from Seth Godin, again helps us to see things in another light. To effectively influence change and to drive companies to be bold, daring and creative — you have to architect, as opposed to market. All the email campaigns in the world aren’t going to help you if you haven’t re-enlisted with your mission and customers.
“What does an architect do? She reinvents the very nature of what’s delivered and how it is delivered. She reimagines the inputs and outputs of the organization, as well as its story, to create an engine of revenue that grows while benefitting all sides.
The reason we hear about Google and Apple and Jetblue and Starbucks all the time is that these are poster children for re-architecting existing business models into something very different. The marketing is not slapped on. Starbucks is not Dunkin Donuts with a clever sign. If Dunkin Donuts goes out to hire a “senior marketer” and gives that person traditional senior marketer duties, not much is going to change.”