"Ideologies separate us. Dreams and anguish bring us together."
What comes first in your business: ideology or information? This is a tough one (or perhaps not). Your company culture and unique industry outlook are part of your collective consciousness. So what happens when information about your customers' desires conflict with your ideology? Or worse, when your customers' desires conflict with their own well-being?
Here are a few examples:
So what's my point? Am I advising you to dump ideology in favor of information? Never! Selling out will suck the passion from your veins. I'm simply asking a question. If we want corporate marketers to change their ideologies (and thus their approach to us as customers), doesn't the responsibility ultimately fall on us? As long as we help them achieve their goals (by responding to their offerings), shouldn't they continue on their ROI ways; especially in this age of relentless pressure on the bottom line? How about it? And you experts? Why should marketers listen to you, if they get better results by not listening to you? I look forward to your insights. And please . . . try to be a tiny bit pragmatic.