Marketing lessons for life.

Living in historically beautiful San Miguel de Allende has many perks, one of which is a steady flow of visitors. So over coffee among the ancient architecture of the city, a friend in her late 20s and I got deep into conversation about the intermingling of work and life in today’s world. She has a master’s degree in integrated marketing from NYU, but feels lost and confused about what she really wants to do with her life. It got me thinking about how we can lead a more intentional and happier life by acting on the advice we give our clients every day. This thinking led to writing, and here’s the result.

• Take the time to do your research. Look inward AND outward. Who are you? What are your strengths and weaknesses? What are your opportunities? What are your threats? What are your differentiators? Talk to key stakeholders. What are your goals? What is your mission? What are your guiding values and principles?
• Personas are key. Whether it’s a friend, a colleague, a teammate, an employer, or a spouse it is important to know who is a good fit for you and who isn’t. What characteristics, personalities, interests, and values are you targeting in your relationships? And, how do you know when someone simply isn’t your target market? Focus on the audience(s) that matter most to you and those that value you the most. Recognize that as you mature and change, so does your audience. Remain open to change.
• Formalize a research-based strategy. What do you want to accomplish and/or become? Why? What is your overall game plan for realizing your goals? What is YOUR definition of success? How will you know if you are headed in the right direction?
• Define your brand messaging. Words matter. Your tone and style of communication matters. What you say and how you say it impacts how others think and feel about you. Be honest and authentic. Be kind. Show your personality and express what you stand for. Treat others with respect. Make your word your bond. Keep your promises.
• Lead the pack rather than following the competition. You do you. Just because everyone else is doing it doesn’t mean you should. Shiny objects are pretty, but they can also be a distraction from what is important. Stay true to who you are and what you are trying to accomplish. It’s OK to keep your eye on the latest trends and the cool kids. It’s OK to decide those things are for you also. But, don’t simply follow the pack. Find your own path and walk it with confidence and a style all your own.
• Do the work. Ideas and plans are great, but they have little value without follow-through. Make sure you break it up into realistic and achievable steps or tasks. Make real progress, even if it is slow. Be honest with yourself and hold yourself accountable.
• Prioritize ongoing analysis and optimization. You need to check in periodically to ask yourself how you are doing against your strategy. Are you on track? Do you need to make adjustments? Have a plan for recalibrating, if needed. Updating your strategy or tactics to fit your current reality and self is smart. This applies to school, work, friends, extracurricular activities, relationships, etc. As long as it is an honest assessment and based on real data, then it isn’t “giving up” or “failing,” it’s just smart decision making.
• Do some A/B testing. Don’t assume you always know what is best. There is more than one way or path to where you want to be. Some options are more effective or more fun than others. Don’t be afraid to test things and discard what doesn’t work for you or gets in your way.
• Be open to re-branding when the time or circumstances merit it. Don’t get stuck in a rut or feel you need to stay the course no matter what. Who you were and what you wanted at 16 or 18 was legitimate, but it may not be who you are or what you want at 25 or 40 or 60 or 80. It’s OK to reinvent yourself. The new you is just as valid as the old you. Let yourself evolve.
• Make it fun. The poet Mary Oliver asked, “what is it you plan to do with your one wild and precious life?” When work and life morph into a singular endeavor, it’s got to be fulfilling and fun because it’s all we’ve got.