Don't Be Fooled by Pedigree

Drew's inaugural post at MP Daily Fix was, by all accounts, a home run. I couldn't be happier for him. He wrote about how marketing professionals are hired for their expertise, and how their marketing opinions should carry more weight than, say, the marketing opinion of the hairdresser. In general, I completely agree. Sometimes we have to tell a client "no," even if it goes against what Phillipe says.

But hold on.

Phillipe might be wrong, but it isn't because he's a hairdresser. In fact -- be careful -- because he may even be right. While not a "professional marketer," perhaps all he needed is the forum to express his opinions. Whatever the opinions are, as professionals we are obligated to listen to them and try to understand them. The hairdresser (and grandma, and the babysitter) has influence with the client.

If the client is listening to the hairdresser over your opinion, that's because the hairdresser has the client's trust, and you don't. That's a problem, and you have to find a way to prove you are worthy of it -- not by taking down the hairdresser because of his profession, but because your opinion makes sense according to what you understand of the client's business goals.

To underscore this point, watch this video about Jason McElwain to see how great performances can be derived from unexpected sources. Jason's autism could have been used as an excuse to keep him out of sports and after-school activities. But if it had, we'd never have had the chance to see this.

RSS Subscribers go here.   As StickyFigure says, it will be the best two minutes you spend today. - Cam Beck

P.S. Note to CBS - PLEASE do not take that video down. I can think of no better way to promote yourself than to publicize it far and wide, completely for free. Everyone in this world needs to see it.

Comments

[Lewis Green]

Good post Cam. I'm in agreement that we should first listen to the opinions of others (e.g., hairdressers), and then decide if those opinions have merit. A person's occupation is not necessarily an indicator of their opionion.

Just a suggestion: You might want to add what this video is about. It is pretty old news and ran repeatedly for days on end after the kid sunk the winning shot when he came off the bench. Good story but for those who have seen it, you can save them a click.

[Cam Beck]

Good suggestion Lewis. I'll also grab the YouTube feed.

[CK]

Chills from that video. And I back your plea to CBS. Thank you for sharing this.