Larry D. Lauer

Recently, I participated in an executive retreat where everyone immediately began raising questions and making comments about how the organization was perceived in the world. 

Comments ranged from identifying top reputation-defining programs to assessing the social trends most likely to impact the future. Participants even referenced the many communication challenges they will be facing in order to meet their goals.

But no one ever seemed to realize that what they were talking about was marketing 101. Everyone clearly accepted that dealing with these issues was their job, and yet no one ever turned to the marketing executive to ask what she would do.  

Reflecting on all this I thought: “The best way I could bring a big chill over this room would be to mention the “M” word right here and now! So I never did.

Rather, I noted to myself that sometimes you don’t even mention that word.  You let people talk about “their passion,” and then over time you help them see that what they were really talking about all along is called “strategic marketing!”