Some good info here.
Interesting read, Ray, thanks!
Love RARE – hadn't come across that before, but I'll certainly remember it.
I agree with you about marketing myopia. From my perspective, I see marketing as behavioural change – and this takes years to get grip of. Every marketing, advertising or branding interaction should be designed with a behavioural goal in mind.
Some savvy companies realise that. Others look at the last quarter and panic – the death knell for any strategic action or intent.
Yes, there will be some quick wins. Some virals. Some instant sales spikes. But the longer term strategic stuff, the stuff which keeps customers returning to you over a competitor, takes years…
Personally, I feel that old school marketers are threatened by the speed of social and believe that they always have to react with the same speed.
Strategy and behavioural change is so much longer term!
Final point (as a millenial) about JL's meetings – his board members obviously aren't engaged or enthralled by the subject at hand.
I don't know about you, but if I'm bored in a meeting, I'll 'manage' – i.e. deal with issues, reply to urgent messages, smooth out the inbox a bit.
If I'm engaged and enthralled, I'll happily throw the phone out of the nearest window to minimise the distraction!