And today, I am just feeling like each of us should channel Chris Farley at least once in a while.

In this edition (#24!) of the World's Best Newsletter:

1. Pitch the Promised Land: Designing Your Company Story
2. What Happens when Two Women Lead a Tech Company
3. Speaking of IWD - the Women's Leadership Forum is Next Week, March 16
4. How to Get a Shoutout in a Marketo Live Video
5. CMO, time to be BFF with the CFO
6. Marketing Tech in the Hub, March 14
7. The Five Why’s
8.  Quote of the week… to be calm is a revolutionary act. 



1. Pitch the Promised Land: Designing Your Company Story

One theme that has come up frequently in my work with clients is how best to articulate “the story.” How to describe not only what you do but WHY anyone should care about it.

When people ask “what do you guys do?” they’re really asking, “what change do you want to bring to my world.”


Read more in OpenView’s excellent article.



2. What Happens when Two Women Lead a Tech Company

OK that's not the headline for this press release but I really wish it could have been. 

I'm really amped about the chance to work with Allocadia founders Kristine Steuart and Katherine Berry, who set a fantastic example for the tech industry related to equality. This week, for International Women's Day, we shared some impressive stats:

  • A 46% female workforce
  • 39% of which holds technical roles
  • more than 50%+ female board
  • 33% female leadership team
  • 43% female managers throughout the business.

The company puts real, tangible initiatives in place to foster a culture of equality (detailed within this release) and the results are clear.  Uber, Tesla, and every other company in the news for the wrong reasons this week... pay attention.



3. Speaking of IWD: Join me at the Women's Leadership Forum

I’ll be attending the Women’s Leadership Forum by HerStory and the Ad Club here in Boston. The event is Thursday, March 16th at the Seaport World Trade Center. If you're in town, join us! 

BONUS: Why Don’t We Have an International Mens Day? 



4. How to get a shoutout in a Marketo live video

A. Know the illustrious Hally Pinaud, product marketing boss lady at Marketo (not her title)
B. Do noteworthy research on buyer personas 
C. Send Elvis Impersonator to Marketo’s offices for her birthday

Watch the video here, shoutout at minute 19. Thanks Hally! I'm all shook up.



5. CMO, time to be BFF with the CFO

My smart friend and client Sam Melnick has a great byline in CMO.com on the importance of aligning marketing expectations with the CFO

"The CFO could be a highly influential ally for a marketer, one who could provide more power, flexibility, and a stronger voice within an organization’s leadership team."

Go on, buy them chocolates or something. It’s time to become their new BFF. 



6. Marketing Tech in the Hub (March 14 event)

Another awesome Boston event next week hosted by Sam and a cohort of fabulous people is Tuesday, March 14 at 6:00pm at WeWork South Station. Come hang out.



7. The Five Why’s

Anecdotally, asking why five times can help to get to a root cause of a problem. 

Or annoy someone incessantly. 

I found myself using this method this week as clients bring problems to the surface, to get to the root cause of what’s happening. 

Why? - The battery is dead. (First why)
Why? - The alternator is not functioning. (Second why)
Why? - The alternator belt has broken. (Third why)
Why? - The alternator belt was well beyond its useful service life and not replaced. (Fourth why)
Why? - The vehicle was not maintained according to the recommended service schedule. (Fifth why, a root cause)


The technique has seen widespread use within Toyota, and now Kaizen, lean manufacturing, and Six Sigma. Love this kind of stuff and would be welcome your suggestions for any methodology or tricks you use in these situations. 



8. Quote of the week… to be calm is a revolutionary act.

“The world is increasingly designed to depress us. Happiness isn’t very good for the economy. If we were happy with what we had, why would we need more?

How do you sell an anti-aging moisturizer? You make someone worry about aging. How do you get people to vote for a political party? You make them worry about immigration. How do you get them to buy insurance? By making them worry about everything. How do you get them to have plastic surgery? By highlighting their physical flaws. How do you get them to watch a TV show? By making them worry about missing out. How do you get them to buy a new smartphone? By making them feel like they are being left behind.

To be calm becomes a kind of revolutionary act. To be happy with your own non-upgraded existence. To be comfortable with our messy, human selves, would not be good for business.” 

-Matt Haig, Reasons to Stay Alive






I know, that's really something coming from a marketer. What can I say, I have my scruples. 

Have a fantastic weekend,
Katie

PS: Share this newsletter with your followers on Twitter, won't you?

 

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