Let's Change the Language

There are two words in the vocabulary of business that I want to propose we all stop using from now on.

1. Consumers to describe people and
2. Marketing defined as a cost

Things have changed and it is time organizations start reorienting themselves given the now normal digital age in which we live. They need to start to 'get it' and understand that those out there buying/using their products/services are as human as hopefully they once ever where. With that in mind, then it shouldn't be hard to be more progressive and re arranged the traditional confines of marketing professionals in order to open the door to a world where the same have an impact on everything from new product/service innovation to customer service to crisis management. BTW, I do realize that's quite a long sentence.

The point is that this is how efficiency could be driven form the inside out: by turning marketing into a genuine competitive advantage and not just a cost - I learned that from Ben @ BBH Labs.

So let's start by changing the language. That much we can do now. Then we can worry about what else it takes. Anything as long as we don't forget we are the ones curating this whole thing.