Nov18
CRM practitioners, aka brand builders have an incredible opportunity to be brave—to make bold choices, take risks, and focus on the things that truly matter. This isn’t just about stepping out of comfort zones for the sake of it; it’s about committing to initiatives and objectives that can transform not just businesses, but also the lives of customers.
Over the years, I've learned the importance of putting the customer first and focusing on creating sustainable, tangible value for them. While business metrics and KPIs are important, they are outcomes—not the goal itself. The true focus should always be on the people we serve. This perspective has taught me that if we do the right thing for our customers and create genuine value, the business results will follow. It’s not about being driven by shareholders or external pressures, but about staying true to the needs of the customers who engage with us. By prioritizing their experience and well-being, we can build stronger, more resilient businesses.
One of the key lessons I've learned is the importance of speaking up when things aren’t right. In business, people are often rewarded for launching initiatives and completing projects—for doing more, not less. But sometimes the brave choice is to stop something that isn’t working, to call out a campaign or initiative that seems destined to fail. Too often, people in leadership positions focus on being right rather than doing what’s right. Sometimes this means changing course.
The conversation about bravery in marketing isn’t just about individual actions—it’s about creating an environment where different perspectives are valued. If everyone in marketing brought their own unique point of view to the table, our industry would be stronger for it. We all have our own journeys, our own paths, and our own perceptions. Bringing those things to the work makes it richer and more authentic. It doesn’t mean every idea will be the one we move forward with, but collectively, we end up in a better place. And that’s what brave marketing is really about—the willingness to bring your perspective, take risks, and do what’s right, even if it isn’t always the easy path.
So, the next time you're faced with a marketing challenge, be brave. Share your point of view, even if it feels risky. Because where we end up together will always be better when we’ve all had a voice in getting there.
Keywords: CRM, Customer Experience, Customer Loyalty
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