You know some people wonder if they are in the right career. Not me. Given my thirst for knowledge, creative nature, and ADD, I can’t think of any other careers I would enjoy more than marketing.
My thirst for knowledge continues to propel me to uncover the whys behind our actions. To this end, I would describe myself as a behavioralist, and I am highly motivated to decrypt behaviors. For example, I spent the better part of the past decade on a quest to uncover Shopper DNA. Influenced by Myers-Briggs, I believe we all have a primal preference when we shop. After a lot of trial and error, I cracked the code. Not only do we have primal motivations guiding our behaviors, as marketers we can use the Shopper DNA to improve the effectiveness of our marketing. This is the basis of my recent book titled Primal Shopper, which describes our shopper DNA, explains why we act the way we do, and how you can use it to improve the effectiveness of your marketing.
Obviously, you can see I am geeked about uncovering the whys behind the way we shop, but that is only the half of it. What good are insights, if you can’t help a client create something great. Over the years I had the pleasure of working with major clients in different product categories including travel, restaurant, grocery, insurance, and automotive (BTW working in Detroit it is hard not to work for the big three, however, I worked for all three on the agency side – twice). Anyway, my role for many of these clients was to rethink their go to market strategies. An example is a strategy I did for Shell Oil using primal motivation research. The result were changes made to across many brand touchpoints from the station to loyalty program to campaign marketing.
Another nugget about me is I am creator not a maintainer. Early in my career I felt uncomfortable with status quo, so I would create chaos just so I could fix it. Over the years I learned to channel this desire for creation into appropriate roles. One of these roles is a brainstorm facilitator which I have done for about twenty years. I facilitated many, many brainstorm sessions (to numerous to remember, my best guess is well over one-thousand sessions). These sessions were within major agencies and for clients most notably General Motors, Ford Motor Company, and Pure Michigan.
Through the years of facilitation, I have turned facilitation brainstorm sessions into an art form. Most recently I created a Jamming Playbook with the people of Rebuild Group. The playbook draws upon classic stories of artists and how they overcame creative block. The playbook includes twenty-plus different experiences you can use as a facilitator to get people out of their comfort zone, increase collaboration, and generate great ideas.