Disguise as Marketing
Rupert Murdoch in one of the most amazing speeches a newspaperman can say about his industry. A acknowledgement of how the industry is changing and getting transformed due to the disruptive force of the Internet.
He said :
We may never become true digital natives, but we can and we must begin to assimilate to their culture and way of thinking.
In the movie, Never been Kissed, Drew Barrymore plays the role of a 25 yr old copy writer in the Chicago-Sun times who is given a opportunity to do her first story as a reporter by being a undercover high school student.
In one of the literature classes, the teacher is talking about shakespeare. He lectures on the specific statement by Shakespeare of "All the world's a stage and we are only actors in it".
The teacher in the movie interprets that as actors our disguises play a large part. And here the story becomes interesting as to how if we are in a different disguise we start doing different things. he says we get a new sense of freedom and start to do new things which we never thought possible.
Like a high school student who would wear his football costume and then start pushing people, pressing other guys bums and generally kick-ass.
The point was that it is normal, since he was in a specific football disguise.
Now, this goes back to the words of Rupert Murdoch that "we, the digital migrants need to understand the digital natives if we have any chance to succeed with the disruptive force of the internet".
All of us in the running of organizations, be it businesses, not-for-profits, those in the govt. everybody needs to start putting up their disguises and understand their customers. the best way for that would be to spend time with them, be like them, think like them and act like them.
Going back to the movie, never been kissed, Drew barrymore tries very hard to be accepted by the "popular kids". You can see the change in her - the dressing changes, the walk changes, the talk changes, the places she goes to changes...what she is trying to do is be like them.
How many of us in the marketing world do that?
Do we try to be like our "popular customers" or do we just try to understand them. And can understanding come without experiencing?