after thought DAVID MEERMAN SCOTT
likely it is that its marketers will spend their valuable time
managing up to the bosses and presenting PowerPoints to
internal audiences instead of focusing on the marketplace.
The Marketplace When I worked as a VP-level marketing professional for
several very large econtent companies, I spent the majority of my
time focused inward. The corporate culture was to manage
Is Outside upward. However, in the small econtent companies I’ve worked
for over the years, I was much more focused on the marketplace.
I spent nearly 10 years working in Asia, based in Tokyo and
Hong Kong, for several U.S.-based econtent companies, and I
noticed a similar pattern. At the company headquarters, all
a s I write this, I’m thinking back to my previous week
delivering four keynote speeches in as many countries
to audiences of hundreds. Conference organizer Best
Marketing invited me to its Password 2009 events and kept me
very busy. I delivered my keynote each morning, then made a
anybody cared about was the domestic marketplace, even those
people in international positions. However, in the international
offices we were always looking for the next market to sell into.
This observation is not intended to bash large organizations;
nor is it my intention to say that big is bad and small is good.
quick dash to the airport to head on to the next country: Monday Rather, I want to point out that when one works in a large
in Zagreb, Croatia; Tuesday in Riga, Latvia; Wednesday in market (the U.S., for example) or a large organization (such as
Vilnius, Lithuania; and Thursday in Tartu, Estonia. big, publicly traded econtent companies), it is that much more
During this whirlwind trip, I discovered that all of these difficult to have an outward-looking focus. But great rewards
countries are amazingly plugged into the web. For example, come to those who can do it.
Estonia, with a population of just 1.3 million, has 806,000 I think there are important lessons here. We can all learn from
internet users. Everywhere I went, I found free wireless: hotels, the successful companies in these small countries. And we can all