The Foundation of Authenticity in Marketing: Empowering Marketers

Authenticity

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Authenticity has become the latest victim of marketing buzzword bingo. During a recent big event I attended in the summer, the term was thrown around so much that people started jokingly referring to it as "the A word" in their presentations.

As I thought about this, I realized that the discussion about authenticity had been centered on marketing rather than the actual marketers themselves.

To truly be authentic, it is important to first understand ourselves. Instead of trying to conform to others' expectations or industry standards, embracing our individuality will make us more genuine marketers.

A good way to begin this journey is by recognizing and comprehending our own skills. I'm not referring to technical abilities like coding or SEO (which I consider competencies). I'm talking about the unique qualities that we possess, the ones we have cultivated and honed over time, which influence how we approach marketing. These skills are shaped by our personal traits.

My research has uncovered that the key skills for marketers in early 2024 include communication, analysis, critical thinking, problem solving, creativity, strategic thinking, leadership, adaptability, negotiation, storytelling, collaboration, empathy, and resilience.

Could it be possible that being a parent is aiding me in honing and utilizing the abilities that enable me to excel as a marketer?

You may argue that these skills are relevant to any profession, and in some ways, you are correct. These skills are shaped by an individual's experiences and are applied to a professional context, such as marketing. The way a marketer needs to be empathetic or solve problems will differ from other professions.

The key to developing skills and being authentic is to understand what each skill means to you. It is important to define, interpret, understand, and utilize each skill. Understand how you can apply your skills in various contexts within your tasks, role, and responsibilities.

My research has shown that most people find it easy to identify, discuss, and measure their competencies. However, when it comes to skills, things can get a bit complicated. Skills are often harder to define and quantify, which can make some individuals feel uneasy talking about them.

As a result, many individuals focus on developing their competencies in areas such as analytics, coding, and project management. While these competencies are important, placing too much emphasis on them at the expense of our skills can lead to blind spots.

Embracing authenticity

To succeed in our careers, it is important to embrace our authenticity by understanding, developing, and actively using our skills. This allows us to effectively navigate various situations and challenges, ultimately leading to the growth and enhancement of our skills.

As a parent, I find that I am constantly using a variety of skills to understand and communicate with my three-year-old. I try to see the world from his perspective and empathize with him, even though I may not always get it right. This helps me to parent effectively and connect with him better.

Negotiating with a stubborn three-year-old has taught me valuable lessons in persuasion and negotiation. It can be challenging to navigate through ambiguity and make decisions with limited information, especially in the early stages of parenthood.

With my five-month-old, I often do what I call the "flight check" to understand why she is crying. Is she hungry? Is she tired? Does she need a diaper change? Is she feeling too warm or too cold? Does she simply need a hug? Or none of the above and just crying for no specific reason.

I have experienced toxic work environments before. It was challenging to be true to myself when I felt like I had to put on a protective armor just to make it through each day.

We share stories with our kids to help them make sense of the world around them. Whether on our own or as a family, we all have to handle the different people involved in our households to ensure that everything runs smoothly in our family, no matter what it looks like.

In the same way, find me a parent who doesn't take charge and demonstrate leadership. It's not hard to find instances where parents problem-solve, get creative, think critically, and adapt to different situations. Some might think I'm just being cheeky, but when I look at the essential skills for marketers, I can't help but see a reflection of the skills needed in parenting.

Marketing is essentially about understanding people, particularly our customers. As marketers, we also need to grasp the perspectives of our colleagues and stakeholders. To be a customer-focused marketer who adds value to individuals, organizations, and society, it is crucial to comprehend the needs and desires of people. It's similar to the role of a parent in many aspects.

This realization prompted me to reconsider my role as a parent and ponder the synergy between my personal and professional responsibilities. Instead of viewing these roles as conflicting, I began to wonder if being a parent is actually enhancing my abilities and enabling me to excel as a marketer.

By consistently honing these skills, they have become essential tools in my professional repertoire that I can utilize instantly when needed.

I value authenticity and choose not to compartmentalize two crucial aspects of my life.

Like many parents, I have felt exhausted and frustrated by the constant battle against germs. Balancing the demands of my children and my job can sometimes lead to feelings of guilt. However, recognizing the value of my contributions and the growth of my skills has helped me appreciate my worth as both a mom and a marketer. I have learned to embrace authenticity by integrating my roles instead of keeping them separate.

Having experienced toxic work environments in the past, I understand the struggle of maintaining authenticity while trying to meet others' expectations. It can be challenging to be true to oneself when wearing a metaphorical suit of armor to navigate difficult situations. However, focusing on personal development can lead to positive change and a more authentic approach to life.

Recognizing our skills and value allows us to become better marketers and create space to nurture ourselves and grow. We can pay attention to and develop our skillset, even informally in everyday life. For example, parenting is something I personally find valuable, although it may not resonate with everyone. Some readers may not have continued reading because of this example, but I chose it because it's relevant to me.

I want to clarify that I'm not suggesting that parents are more skilled than non-parents. On the contrary, taking a moment to reflect on how you are developing your skills without even realizing it can be powerful, regardless of the situation or context.

We can explore different ways to enhance our skills and incorporate them into our journey of continuous learning. Nowadays, there are more formal learning options available that specifically target skill improvement, complementing our pursuit of knowledge and competency development.

Laura Chamberlain is a renowned professor at Warwick Business School, as well as a marketing expert, career advisor, and coach. She is the founder of a self-improvement consultancy called Think Talk Thrive.

Editor's P/S:

The article delves into the importance of authenticity in marketing, emphasizing the need for marketers to embrace their unique skills and experiences to connect genuinely with their audience. It highlights the synergy between parenting and marketing, suggesting that the skills developed in parenting, such as empathy, negotiation, and problem-solving, can be invaluable assets in the marketing field. The author encourages marketers to recognize and leverage their skills, regardless of whether they are traditionally viewed as "marketing skills," to create authentic and effective marketing campaigns.

By embracing authenticity and recognizing the value of our personal experiences, we can unlock our potential as marketers and create a more meaningful and fulfilling career. The article serves as a reminder that authenticity is not just a buzzword, but a crucial element of effective marketing that allows us to connect with our audience on a human level. seeking opportunities for personal growth.