Love You or Not
It is natural for companies to ask candidate marketers to love- love the product/ service, love the position/ discipline, and certainly love the company and the industry. The logic lies in such common sense that one cannot 100% contribute his/ her talent and energy to the job without passion. The expectation is specially laid on marketers who connect the company and the customers and consumers. “You need to firstly love your own offerings, only by then can you talk others into joining you. ”
This assumption reminds of my previous thinking about “stay ordinary“. If marketers have somehow developed mania about what they offer to the market, they may isolate themselves with this mania from the rest of the world. After all, it is only too easy for humans to take things for granted:
“My product is perfect. Others are surely cheating on you. You are making silly decision by choosing them and I just cannot see why you should do that. “
Yet we need to remember there must be a reason. Like WordPress, which seems to me as a perfect blog solution, may appear troublesome and annoying in others’ eyes. There are always gaps between problems and solutions. And the gaps differ as to different people. As a lover we can see the positiveness of the solutions, but we need to stand on the opposite side to find out the problems.
That is why I believe fine marketers should stay neutral, yet can sway immediately to either side if needed. Only in this way can we see both the advantages and disadvantages of the product, service and brand we serve, and step ahead to eliminate the gaps between “us” and “our customers”.
Thus passion alone is not enough. Hesitation and introspection are also precious marketing virtues. We are fans and objectors at the same time. We love you as much as love the competitors.
The right question to ask a candidate marketer, perhaps, is not whether he or she loves you, but whether he or she wants to, and be able to make you better.
Love you when need be.
Hate you when need be.
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WANG Yixin
3 years in FMCG
2 years in Advertising
1 year in IT startup
Digital Marketing Now
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Love u