In Praise of Marketing Craftwork

In an age of business schools and corporate marketing by rote (and people who never forget they’re clever) its interesting to see Godin mention the importance of craft. See the article below. One of my best ever bosses, who built an agency single handed always emphasised ‘craft’ over grand business academics and fancy marketing  titles. Quite simply – ‘what are you good at and what are you improving on every day’. She preached that each individual needed their own craft, a skill they could specialise in. Not waffle, but tactical nouse – not just vague strategic buzzword bingo but the ability to deliver things. Godin often talks about the ability ‘to ship’ not just dawdle.  Picasso was an artist, a thinker, a doer, who created and sold more than 30,000 pieces of art as he pioneered the new. Now that’s craft.

For more information, see Benchstone Marketing Limited

http://feedproxy.google.com/~r/typepad/sethsmainblog/~3/xrFdy-NsB_s/the-new-craftsmanship.html

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London. View all posts by Andrew Armour