Back in 2005, I spent two hours over cold beers talking with Charlie Huston about Moon Knight and the pressure of living up to the hype surrounding his relaunch; what “decompression” and “9-out-of-10 of those single issues sucked!” have in common; and what Doug Moench and Steve Gerber don’t have in common. The resulting interview, originally published at Buzzscope, is my favorite ever.
For an allegedly liberal industry, publishers do a much better job of packaging and peddling the worst aspects of conservative punditry (along with celebrity memoirs and coloring books), while truth, history, and “diverse” perspectives and experiences are often dismissed as having limited commercial potential regardless of their cultural value. Many are sitting on a treasure trove of great content and access to a roster of truly creative people with timely and compelling insights and ideas that could literally change the world, but we’ll most likely just see a few anthologies cranked out to modest acclaim, with minimal marketing and zero cultural or financial impact.
I was excited to attend my first FOLIO: Show in ages, and after a slow start that included HTC'S awkward plea for VR content and some uninspired Facebook examples, things picked up with some great presentations from National Geographic, Harvard Business Review, The Foundry, and Revmade. While I didn't come across anything particularly new, there were some solid takeaways that I found helpful and heartening.
Over the years, I've worked with salespeople across a variety of industries and the best ones were always those who combined deep knowledge of our markets and products or services (backed by actual data) with an innate ability to identify their client's or (prospect's) real needs. They didn't rely on fancy media kits or elaborate PowerPoint decks, nor discounts or hefty expense accounts—all valid tactical tools to be used, or not, as each situation calls for—and personal relationships were just the icing on the cake they got to have and eat, too because they instinctively grasped Kaushik's underlying concept: understand a client's needs and challenges better than they do themselves, and then help them understand how to achieve their goals.
I've been fortunate enough to have had two great roles that explicitly embraced that overlap of marketing, technology, and social interaction--along with a history of that overlap benefiting me in more traditional roles. In both cases, it allowed me to take a holistic, strategic approach to integrated marketing, but neither title clearly communicates that on a resume, so I'm glad the Marketing question has been asked explicitly and I was able to address it head on.