Marketing Plans That Start With the Answers
New Book Offers Wisdom for Business and Marketing Leaders
May 19, 2009
The first line of the of the introduction reads, “This is a book of wisdom.” A new book called Start With the Answer and Other Wisdom for Aspiring Leaders by Bob Seelert (John Wiley and Sons, 2009) offers words of wisdom to succeed in business and marketing.
The author spent over twelve years in sales and marketing with the General Foods company and provides readers with business wisdoms that are also applicable to marketing professionals or small business owners that do their own marketing.
Marketing Tips
Seelert has spent forty years as a chief executive officer for five major companies spanning three different industries. He breaks his ninety-four real-life stories across eight dimensions of business including:
- Preparation
- Building and managing a career
- Business strategy
- Business operations
- Finance and economics
- Leadership
- Culture and communications
- Personal spirit and style.
Throughout the stories of wisdom, Seelert provides great insight into what it takes to successfully market a company or product. Be it marketing or finance, his most important business philosophy is “Start with the answer and work your way back to the solution.”
Amongst other tidbits of wisdom, Seelert tells readers about how the laws of economics will always take over even when a company has produced an impressive marketing plan with test marketing. When a marketing plan fails, Seelert’s wisdom is that a company can learn the most from failure, more so than what a company can learn from success.
Every communication created within a company is a marketing tool. From emails to internal memos, Seelert’s wisdom suggests to make every form of communications the best it can be because it will leave a lasting impression.
Getting to market first with an idea will put a company in the lead. Seelert wrote, “In today’s marketing environment, the “window of exclusivity” for a new entrant is getting shorter and shorter. However, it remains true that the first brand in gets the lion’s share of the business.”
The 4P’s of Marketing Still Apply
With all of the new theories and terminology hitting book shelves and classrooms every day, Seelert believes that successful companies “do not stray from the fundamentals of their business.” As such, the 4P’s of marketing, product, positioning, packaging, and pricing need to be well defined and in use at all the times.
Mission and Vision Statements- Inspirational Dreams
One of the bright spots of this book includes Seelert’s suggestions on mission and vision statements. He wrote that at the advertising company he works with they have inspirational dream statements versus mission and vision statements because “Dreams are more powerful than visions or missions.” Crafting and creating inspirational dreams can be farther reaching than the stoic mission and vision statements not to mention the motivational side of brainstorming inspirational dreams.
Biggest Marketing Idea of All Time
The book details how one of the best thought leaders in branding came up with “one of the biggest marketing ideas of our time- Lovemarks.” Lovemarks go beyond traditional branding and reaching for the emotion that follows respect which is love. The author suggests a company ask “Would you prefer to be liked, or loved?”
Marketing Solutions Start With the Answer
Other relevant topics such as excellence in execution, how to recognize good ads, hiring and firing, cultivating and appreciating the creative people on the team, having fun while you work, and being true to yourself make this short book a great read.
Mixing wisdom with business- what a great idea.
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