What Is the Biggest Challenge That Shapes My Marketing Career?

“Getting my foot in the door was the hardest challenge. I saw a job that was a perfect fit and applied online but never heard back from HR. (This was in 2004). So, I put on my interview suit, got my briefcase (as I said, this was 2004), and I went to the front desk and said I was there for my 2PM interview for the job. They said, who are you here to see? I said that I’d forgotten to write down her name, but she gave me the address and time. A few more folks from HR came down, puzzled. After 20 minutes of confusion, I said look, it’s fine. I took out my resume and circled my phone number. I said, when you get this straightened out, I’ll come back. They called me the next day to come in and I got the job! Here’s the lesson – Just Go For It!”

“As a former Art Director, I was obsessed with pretty fonts, colours, vibes. I was taken aback to learn that B2B prospects don’t really care about our branding eye candy. They care about their problems, their fears, and how fast we can make them go away.

My “come-to-clarity” moment? Reading “They Ask, You Answer” by Marcus Sheridan. That book really resonated with me, with brutal honesty and made me realise: marketing isn’t about being clever, it’s about being clear. Marcus’s take on “radical transparency,” especially around pricing, shattered my inner gatekeeper.

Lesson learned: Marketing works best when it teaches, not teases. Show up like a brutally honest tour guide, not a slick sales rep. Your prospect doesn’t care how gorgeous your visuals are if they doesn’t answer their questions.

Mentor shout-out: Marcus Sheridan, thank you for dragging me out of my echo chamber and into the shoes of the buyer.”

“Marketing is always the lesser (IMHO) of the commercial strategy disciplines, so there is constant education. You are met with both sceptics and those who think they know everything about marketing, whether it be website design or social media strategy. I’ve learned to understand my audience first, then educate in a way they can digest it, after learning their background and perspective. One final piece of advice is to take the emotions out it, and let the data lead the conversation. It is an ongoing opportunity in our industry!”