As the bus hurtled south on a dusty Texas road, Red Redding gazed out the window and recalled the sage advice his friend and fellow con Andy Dufresne had shared, “I guess it comes down to a simple choice. Get busy living or get busy dying.”
Thanks to its high rotation on the TNT Network, the 1994 movie Shawshank Redemption continues to inspire people to embrace – rather than fear – change.
How is this message relevant for today’s marketer?
Last year I hosted Fernando Vivanco, senior director of communications at Medtronic, for an exclusive Q&A about how the world’s largest medical device maker has incorporate storytelling into its marketing and promotional programs.
After we wrapped up recording, I asked Fernando if he was apprehensive about making such a dramatic shift in the company’s communications methodology. There is inherent risk in change and this could be lethal for a marketer to champion a new and differentiated approach.
“You have to act or be acted upon. I’d rather act,” Fernando explained.
Like most marketers, Fernando gets that the customer/vendor relationship is recast. The searchable Web and the accessibility of peer interactions in social networks gave rise to the enlightened buyer.
Marketers are uniquely positioned to help their organization exploit this new dynamic. We are content creators. We are socially-engaged. We have platforms and tools to bring measurability to what has historically been a difficult to quantify spend.
It’s time to listen to Red and get busy living.
This week, Strategic Communications Group (Strategic) introduced a new campaign themed #MarketersDoBetter. You can find at this link examples of how your peers have embraced this position of authority and strength to put in play innovative programs.
Take a read when you have a few minutes. Share it on Twitter and LinkedIn with the hashtag #MarketersDoBetter.