The Art of Marketing Compromise

The celebration of American independence is right around the corner – July 4^th.  Two-hundred and forty-two years ago the course of a nation, it’s people and the world in general began to shift.

As you look back at the history of how the Declaration of Independence came to be, the underlying factors included:

1.       Passion for equality

2.       Vision for the future

3.       Leadership to make change

4.       Compromise in moving forward in steps vs. leaps

Compromise seems to be a lost art – from our government, to our relationships with one another to business.  And perhaps the ability to express thoughts through social media and email (without a filter) have only perpetuated the lack of compromise.

During my career I’ve always tried to push for significant change.  As said in today’s language – a “Disrupter.”  From positioning, to organizational structure, to technology, demand generation, channel expansion, creative, messaging and strategy.  Always trying to take the “big leap” and pushing, pushing, pushing.  And I must say that the times I’ve been successful in taking the big leap.  But, by compromising across business and function lines on recommended changes the ability to obtain the end goal has usually been achieved.

For marketing to be successful we must all learn and practice compromise.  I am not saying we shouldn’t push hard for change, but when we are stymie by those with strong contrary opinions, we need to learn how we can compromise on our “giant leap” to move towards solid “steps” towards our end goal.  Then continue to push for smaller steps always moving forward.  Communication and inclusion of others is the only way to drive appropriate compromise.

For without compromise the Declaration of Independence and the forming of our nation would not have occurred.  

Remember, that the next time you sit across the table from someone strongly opposing your “giant leap.”

Happy July 4^th.

Scott