ICROSSING POV

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HOW TO BE A MARKET MAKER
Written by David Deal, Vice President, Marketing, iCrossing February 2013

© ICROSSING. and to live their lives differently. Marketers sell things. responding to your customers. as exemplified by the careers of author Guy Kawasaki and Ahmet Ertegun. 2 . This point of view discusses inspirational market makers and shows you how you can act like one.. or do you want to be a market maker ? You can be a successful marketer by executing all the marketing fundamentals professionally – launching websites that reflect your brand.Do you aspire to be a successful marketer. ALL RIGHTS RESERVED. But you don't need to unleash the iPad or be a best-selling author to be a market maker. as Steve Jobs and Body Shop founder Anita Roddick did. known as a catalyst. known as a creator. to believe. Market makers do all those activities. inspires action by developing products and services that reflect a personal vision. INC. but they strive to do something else: inspire people to act. and being present on all the right social spaces. market makers change the world. A second type. A HEARST COMPANY. who founded Atlantic Records. You just need to develop traits such as having passion and a willingness to take some risk in your life. One type of market maker. inspires by curating and sharing ideas of other people.

whatever the specific genre." © ICROSSING." Substitute the phrase “market maker” for artist.. A HEARST COMPANY.Artists Who Inspire I found the inspiration to be a market maker from an unlikely source: Cornflakes with John Lennon. To be a true artist. recycling whatever ideas and styles are most likely to sell records .. fierce ambition. Steve Jobs. The most extreme pretend pop is the whole American Idol phenomenon. Here is how Hilburn makes the distinction between professionals and artists: Much of what we call popular music. an episodic memoir written in 2009 by acclaimed rock critic Robert Hilburn. ALL RIGHTS RESERVED. and an unyielding toughness. Anita Roddick. I believe marketers can elevate themselves to the role of market maker by bringing our own personal imprints to what we do. Hilburn explores the difference between a professional rock star and a true artist. "You need enormous talent. and Ahmet Ertegun are four shining examples. The memorable artists help us explore our emotions. he writes... 3 . Guy Kawasaki. an original vision. either through their intense originality or by looking bravely at their own deepest fears and grandest dreams. As he reflects on his career rubbing elbows with the likes of John Lennon and Bob Dylan. "I found the inspiration to be a market maker from an unlikely source: Cornflakes with John Lennon.. results from hollow professionalism – the sound of musicians and record producers pretty much working within the conventional boundaries of the day. and you get what I’m driving at. INC.

his image graced the covers of publications ranging from The New Yorker to Rolling Stone. By now Jobs's life is so well known it plays like the plot of a movie we've all seen hundreds of times (and. we just love having it around because with its sleek cover and aqua green finish. and computing. So great was his impact on popular culture. 4 . INC. (My family still owns our clamshell iMac from the late 1990s – even though we don't use it anymore. Creators have a vision for how the world should work and are bold enough to impose that vision on those around them through the products and services they develop. the exile from Apple. ALL RIGHTS RESERVED. In fact. when he founded the revolutionary Pixar Animation. "With Apple's iTunes and iPod. With the iPad. Jobs. Apple essentially made a computing device a natural extension of our sense of touch. humanized technology. And of course Apple helped disrupt the entire music industry through iTunes and the iPod – liberating music from the limits of analog and empowering consumers to make music part of their mobile lifestyles. more than anyone.Creator: Steve Jobs Steve Jobs is the kind of market maker we might call a creator. Pixar changed movie making. As Randy Lewis of the Los Angeles Times wrote. when his company introduced a new vision for fusing design. failed to respond to how Apple was helping to turn consumers from album aficionados to snackers of individual digital downloads. we'll soon be able to see a real movie about him): his explosive early years at Apple.. it looks like a piece of art. The iPhone transformed the mobile phone from a boring utility to a playful toy that we can't do without. © ICROSSING. half of all Americans now say we sleep next to our mobile phones. Apple did something that still seems astounding: turned an impersonal computing device into something warm and desirable. and his glorious second act as CEO of Apple. user experience. when the company completely disrupted industries ranging from music to telecommunications by introducing wave upon wave of innovative mobile devices that changed how we consume content. Pixar movies taught Hollywood how to gracefully fuse technology." Record companies. Macs came along when personal computers were widely perceived as the province of a nerdy few. Creators are directly involved in the development of products and services for a company. Jobs’s legacy at Apple is so astonishing that it's easy to overlook what he accomplished by founding and developing Pixar. betting on the long-term success of the compact disc. of course. [Steve Jobs] revived the single. Pixar would eventually do far more than create highquality blockbuster entertainment. Throughout his storied career. The music industry is still trying to catch up. A HEARST COMPANY. that upon his death. put music libraries in fans' pockets and posed a challenge to brick-and-mortar record stores and radio.

humanity. Pixar launched animated movies that children can enjoy again as fully-grown adults – and that adults can enjoy for the first time without children in tow. you can also influence behavior by acting as a catalyst for someone else's creations. suburban parents. Pixar is a content company. A HEARST COMPANY. Pixar upended the entire business model of animation. teens too self-consciously hip for Bambi – to name but a few demographics. As a onetime Apple employee named Guy Kawasaki demonstrates. Pixar made it cool for anyone to enjoy a family film: single gay male urbanites. not a creator of computer animation. ALL RIGHTS RESERVED. 5 . even Disney classics like Snow White and Pinocchio are forever remembered as animated family movies that children appreciate the most. But market makers don't always bankroll visionary companies or launch new products. The Pixar team created movies that somehow turned animated objects like toy cowboys into fully realized characters injected with humanity. By contrast. As Brent Schlender wrote in a Fast Company recollection of Steve Jobs. and storytelling. the company succeeded because Jobs recognized that at its core. children. Pixar has touched. INC. Watch Steve Jobs deliver the 2005 Stanford commencement address > © ICROSSING. In doing so.. Although Jobs's contributions to Pixar were more financial than creative.

"Get me the best collection of software in the personal computer business. you're practicing the kind of consumer evangelism that Kawasaki helped popularize. Kawasaki taught everyday people how to become marketers. In the jewelry industry. whereas Apple "evangelized a dream of improving people's productivity and creativity. or Ideas – and Make a Difference – Using Everyday Evangelism in 1991. Kawasaki cut his teeth in the business world working for a jewelry company "counting diamonds and schlepping gold jewelry around the world. According to Kawasaki. It was a joke computer from a joke company. IBM failed miserably. It was cute and easy to use but flaccid. 6 . If you've ever Liked a Facebook page to support a brand. Company. "Macintosh didn't have software. Catalysts make their mark by unearthing original ideas that someone else created and using their influence to expose those ideas to a broader audience. he learned how to sell and "how to take care of your customers. A HEARST COMPANY. Here's how he did it: The software evangelists did more than convince developers to write Macintosh software.Catalyst: Guy Kawasaki Guy Kawasaki is the market maker as catalyst. IBM failed because it sold a product." as he would write in Selling the Dream: How to Promote Your Product. When IBM attempted to unseat Apple with its PCjr personal computer. They sold the Macintosh Dream. or given a shout-out to your favorite restaurant on Yelp out of your sheer love for the place.. And now he's acting as a sort of Stephen Covey or Dale Carnegie for the digital era by showing marketers how to influence others by injecting everyday values into their work." as he told the New York Times." He would really make his mark from 1983 to 1987 when he joined Apple and became chief evangelist for the Macintosh computer. ALL RIGHTS RESERVED. INC. The software developers who bought into the Dream (and only some did) created products that changed Macintosh's principal weakness – a lack of software – into its greatest strength – the best collection of software for any personal computer." © ICROSSING. a role that entailed him convincing technologists to write software for Mac products and to convince others to start using Macs. "Initially many people condemned Macintosh and Apple as losers. His mandate from Steve Jobs was." he wrote." Kawasaki's job (and that of the evangelists who preceded him) was to popularize the Macintosh. After Apple introduced the Macintosh via an iconic Super Bowl ad in January 1984. contributed to a program like My Starbucks Idea.

As Kawasaki is the first to tell you. Enchantment. guts. and in doing so he learned the difference between evangelism and sales. A HEARST COMPANY. being a marketing evangelist starts with building personal trust and treating other people with respect. The best curators find things before anyone else does. he did not create the title of marketing evangelist. Focus on values and the great marketing and communication skills will follow. he articulates a clear vision for how marketers can build enduring relationships through our personal values and behavior.) But he certainly defined evangelism through practical application. in which he put a stake in the ground by defining evangelism in ambitious terms: Evangelism is the process of convincing people to believe in your product or idea as much as you do. zeal.. which means that I find good stuff and point people to it. He launched Alltop. In other words. Here's how he describes his role in his ebook. This is not to say that as a curator. In his latest book. then surely he's the first of the great superheroes. Throughout his career. Kawasaki lacks a personal vision. using a popular blog. was a testament to his work. rooted in a loyal following among passionate user groups. How to Change the World. and cunning. Kawasaki became a public figure after he started teaching others about the art of evangelism by speaking. Guy wants marketers and entrepreneurs to aspire for something more ambitious: changing the world one person at a time through behavioral attributes such as trustworthiness and likability. Curating is a valuable skill because there is an abundance of good content but many people don’t have the time to find it. If idea curators are "the new superheros of the Web" in the words of Fast Company. an online newsstand that curates best social media and news on the web. as a launching pad to build a brand via social media (although he would later turn his attention away from blogging and focus on using platforms like Google Plus and Twitter to share content via social media). 7 . He was an early adopter of digital. What the Plus: Google+ for the Rest of Us: By necessity I became a curator. As I wrote when I reviewed Enchantment in 2011. For instance. Watch Guy Kawasaki discuss the art of enchantment > © ICROSSING. Kawasaki has epitomized the role of idea curator. (The title existed before he joined Apple. he's seeded start-ups. communicating with clarity and brevity is not just good marketing but also reflects deeper values of respecting other people and their time. He would later make the distinction this way: "Sales is rooted in what's good for me. and writing best-selling books such as the aforementioned Selling the Dream. Evangelism is rooted in what's good for you. INC. ALL RIGHTS RESERVED. It means selling your dream by using fervor." And Apple's success. As a founding member of Garage Ventures.

Jerks seldom build great brands. © ICROSSING." Kawasaki is like a Trojan Horse: you read his ideas expecting to become a better marketer. 8 . gender. What the Plus is ostensibly an in-depth look at the Google Plus social media platform. net worth. and then he slips in thoughtful advice about how to be a better person. He does so with credibility because he links personal likeability and values to successful marketing. published in December 2012. In a chapter that describes how to build a personal brand. design. the book contains in-depth tips for how to write. creed. he and co-author Shawn Welch write. you have to like them first. edit.. is a guide to self-publishing. politics. But whereas some pundits might focus on the mechanics of self-publishing and marketing. or your perception of their level of intelligence. He urges people to treat their social sites as their homes and respect the sites of others as well. A HEARST COMPANY. and market a book. but he really offers a manifesto for people to treat each other with respect on social media. ALL RIGHTS RESERVED.Guy's personal appeal even influences his two most recent books What the Plus and APE: How to Publish a Book. sexual orientation. religion. It means not imposing your values on others. Kawasaki also discusses the importance of an author's personal behavior as a factor in helping a book succeed. "If you want people to like you." He goes on to write. APE. This means accepting people no matter their race. and as you might expect. By celebrating and promoting the talents of those around him. "Likeability is the second pillar of a personal brand. INC. Guy Kawasaki is an evangelist in more ways than one.

She launched the Body Shop in London to help support her family while her husband was on his quixotic adventure. In doing so." Roddick was born in a bomb shelter in England during World War II. who became her business partner on ventures including the shaky operation of a restaurant. But it's not her products that changed us – it was the way she inspired consumers to buy with a conscience. She considered herself a social activist when she met and married Gordon Roddick. change profoundly the way we look at the world. With her staunch support of fair trade and opposition to animal testing on cosmetics.A Creator as Crusader: Anita Roddick Whenever I buy a package of Archer Farms Fair Trade Tierra Del Sol at Target. From the start. "Her cruelty-free cosmetics sold like hot cakes. "She may have stumbled upon the notion of ethical consumerism. Like Steve Jobs. Michael McCarthy of The Independent wrote." wrote McCarthy in The Independent. Her vision was to sell quality skin-care products made out of natural ingredients and packaged in refillable containers – without the condescending hype that characterized cosmetics (especially for women). ALL RIGHTS RESERVED. a Scottish poet. She refused to sell products that were tested on animals. she used her anti-animal testing stance as a way to generate PR for her store.. the founder of the Body Shop falls in the creator category of market making because she was directly involved in the development of a product. going against a standard practice of animal testing in the 1970s. indeed. And here's where she demonstrated a stroke of marketing genius: because she lacked a marketing budget. she embedded social responsibility into the Body Shop's business charter. A HEARST COMPANY. by changing the way we looked at business. INC. where she got exposure to Third World economies and living conditions. I sense Anita Roddick smiling from above. Her life changed dramatically in 1976 when her husband decided to take a few years off to ride a horse from Buenos Aires to New York. "She did. she quickly developed a base of customers who agreed with her views. She originally trained as a teacher at Bath College of Higher Education until she "hit the hippie trail" of world travel. but she made two discoveries about it: it was great for business. 9 . she showed the world that a business could do good and make money at the same time. and seeing the scale of what that could do. When she died of Hepatitis C in 2007. and it could enable business to change society. Her cosmetics store was launched on a shoestring budget with zero advertising. and before founding the Body Shop lived a free-spirited life of social activism and world travel." Watch Anita Roddick tell her inspirational story > © ICROSSING.

she attracted consumers who felt that buying her products contributed to a greater good.As the Body Shop grew in popularity – expanding to 20 locations in Europe and Asia by 1984 – so did the scale of her social campaigning. The reason her fair trade practices spread to other businesses is that the Body Shop flourished because of them. after visiting local farms in Nicaragua in 1998. Instead of buying her cosmetics ingredients at the lowest prices possible from the commodities markets." according to The Guardian. For instance. After she learned about Amazonian tribes protesting against a hydroelectric project that would have flooded their lands. Because Roddick cleverly and loudly drew attention to her practices. one of the reasons Ben & Jerry's was certified as a B Corp member is that the company devotes nearly half of its cost of goods sold to helping smaller suppliers. Her adoption of fair trade practices was nothing short of revolutionary. 10 . which led to the banning of testing of cosmetics on animals in Britain in 1997 (and across Europe after her death). © ICROSSING. ALL RIGHTS RESERVED. She and the Body Shop actively lobbied against animal testing in other businesses.. INC. she became an active lobbyist for public funding to stop the disease – which was just one of many causes she championed. After being diagnosed with hepatitis C in 2004. For instance. Owning a Body Shop skin moisturizer meant helping to protect a rainforest in Brazil. so many businesses would become interested in fair trade practices that a Fairtrade International Organization would arise in order to secure better deals for farmers and workers and certify businesses that follow fair trade practices. she sourced raw products from exporters from developing countries in order to promote their economic growth. Had Roddick been performing pure acts of charity in her trade practices. the Body Shop would have become a charming story about doing good but nothing more. she started importing sesame seed oil from 130 farmers in Achupa. which helped the town rebuild from Hurricane Mitch. and Roddick remained a passionate activist to her last days. Today her spirit lives on through the growth of the B Corps movement in the United States. through which corporations such as Patagonia are certified for adhering to best practices in corporate accountability. Guy Kawasaki would characterize her as "the quintessential evangelist" – selling not just a product.600 locations globally and generate about $1 billion in annual revenue. A HEARST COMPANY. but also a dream for making the world better. Eventually. she agreed to buy Brazil nuts (used to make moisturizers and conditioners). which created revenue that the tribes needed to protect their lands. The Body Shop would eventually expand to more than 2. What's more. she used shop windows of her stores to promote the Greenpeace Save the Whales movement – "the first explicit tie-in between products and causes. Roddick made it not just acceptable but desirable for companies ranging from Ben & Jerry's to Starbucks to espouse practices of corporate social responsibility as part of their business growth models. Nicaragua. In 1985.

launched the genre of music we now know as soul through his song. and Roll. who. ALL RIGHTS RESERVED." that is generally regarded as the precursor of rock. "In the short space of six months. 'I Got a Woman' established soul. Atlantic had released two songs that would define the future of the record business in America. Professor Longhair. Robert Greenfield's eminently readable biography of Ertegun. and Ruth Brown. A HEARST COMPANY. I initially thought of him as a catalyst when I began researching this white paper. smoke-filled juke joints and roadside honky-tonks in the Deep South where the smell of spilled whiskey and beer and the overwhelming funk of sweating bodies on the dance floor made it hard even to breathe. Ertegun developed a passion for jazz early on. too. he founded Atlantic Records with Herb Abramson. © ICROSSING." They trudged through muddy fields to segregated sections of town to uncover musicians like Blind Willie McTell.. Ertegun and Jerry Wexler helped an artist named Big Joe Turner cut a song.” Atlantic. He had enough musical talent to write one of the first hits recorded by Ray Charles. Writes Greenfield. But in fact. Rattle. under Ertegun's leadership. Ertegun and his business partner borrowed a car and crisscrossed the "crowded. INC. ranging from Ray Charles to Led Zeppelin. The Last Sultan. But he himself understood that his real talent was not being a musician but finding and developing them. He had zero business experience but possessed passion and determination to uncover great music. recounts how in the early days of Atlantic Records. played a phenomenal role in desegregating American popular music. under Ertegun's tutelage in 1953. Rattle and Roll' helped begin rock and roll. "Shake. assembling a huge collection of jazz records and traveling to Harlem and New Orleans (something sons of ambassadors in the 1940s just did not do) to find musicians he discovered on wax. and he was in the studio singing and helping to produce the song "Shake. One of his artists was Ray Charles. As founder and president of Atlantic Records. 11 . The son of the Republic of Turkey's first ambassador to the United States. "Mess Around. They developed a network of scouts in clubs and concert halls in major cities. Ertegun signed and nurtured musicians who shaped the sound of modern popular music. and Roll." an enormously important song that helped launch modern rock. 'Shake." During that pivotal year. "I Got a Woman. He is a most fascinating mix of catalyst and creator. In 1947. Rattle." which was important to the development of modern soul.The Catalyst as Taste Maker: Ahmet Ertegun What do you have on your Spotify playlist right now? Chances are that Ahmet Ertegun had a hand influencing the music you've chosen.

He and legendary Atlantic Records producer Jerry Wexler "could hear the talent in its rawest form before even the talent knew what it wanted to do. He actively collaborated with Ray Charles in the studio in 1953 and pushed him until Charles found his break-through with "I Got a Woman. His personal commitment to Led Zeppelin – not only signing them to Atlantic but hanging out with the band all night amid post-concert backstage debauchery – helped propel a band that dominated and influenced modern hard rock." Watch Ahmet Ertegun's induction into the Rock and Roll Hall of Fame in 1987 > © ICROSSING. As Neil Young said at a tribute to Ertegun held in 2007: "Ahmet was our man. Ahmet Ertegun's greatest gift to music was his eye for talent and the will to mold that talent into wildly popular music that broke through different genres. 12 . A HEARST COMPANY. his loss was so widely felt in the music world that Led Zeppelin eventually reunited after 25 years to play a benefit concert in his honor." But he did more than find talent – he shaped it. He played the music of Bessie Smith and Ma Rainey for Ruth Brown to teach her blues and develop her singing style. Atlantic rescued the Rolling Stones from the brink of financial bankruptcy and elevated the band to mainstream cultural icons." An important distinction needs to be made: he was not a tastemaker or molder of talent just because he loved music and he wanted to make a ton of money (although music and the creature comforts that come with wealth were important to him): he loved his artists. I just hope today's musicians have someone like Ahmet taking care of them. Ertegun would have an active hand in developing and promoting the careers of musical giants across several genres. In the 1970s. When he died after tripping and hitting his head backstage at a Rolling Stones concert in 2006. INC.. ALL RIGHTS RESERVED.Throughout his career.

and kept telling him so. women's rights. Passion Steve Jobs best exemplifies a trait common to all market marketers: a burning passion. they all stand for something." Isaacson also recounts the time Jobs decided to make a major overhaul to the design of the iPhone as the project neared completion. was so passionate about music that he sometimes lived in the studio with the artists on his label. INC. an ability to surround themselves with talent. Anita Roddick symbolizes ethical consumerism. Anita Roddick. Ahmet Ertegun is the consummate music man (by contrast. (But those exacting standards also had a down side. After a while. simple communication. co-founder of Atlantic Records. What do they all have in common? Five traits stand out – traits that any of us can cultivate: passion. Jobs expressed his passion for design in every aspect of his life.The Five Traits of Market Makers A Turkish jazz freak who launched the world's most memorable recording artists. you know he has an equally strong zeal for clear. music impresario David Geffen was renown more for his business acumen when he created Asylum Records and Geffen Records in the 1970s). instantly realized Jobs was right. ALL RIGHTS RESERVED. Stewart in one of the many heart-felt tributes to Jobs written in the aftermath of his death in 2011. Guy Kawasaki is passionate about injecting enchanting values and practices in the work place – and if you've ever worked with him. Sometimes the raison d'être takes time to reveal itself. or a reason for being. When people failed to live up to what he wanted.." In fact. founder of the Body Shop. "Do You Really Want to Be Like Steve Jobs?". Steve Jobs. "I don't care much about computers. Ive. was passionate about human rights. and. and risk taking. He personally supervised the construction of an oldfashioned brick factory-style building for Pixar. And a passionate venture capitalist who has energized everyday people to become evangelists. to his dismay." Marsalis later recalled.) All the market makers profiled in this white paper demonstrate passion. Walter Isaacson describes the moment when Jobs unveiled iTunes to jazz trumpeter Wynton Marsalis.. you © ICROSSING. who turned out to be an indifferent audience: "Watch what it can do!" Jobs kept insisting when Marsalis's attention would wander. because I was so fascinated with his passion. In his acclaimed biography. in particular. if the colors of the custom-made bricks were not distributed evenly enough. "See how the interface works. A Strong North Star All market makers possess a strong north star – a raison d'être. which was certainly true of Guy Kawasaki. Jobs made the bricklayers tear apart the bricks and start over. I started looking at him and not the computer. having a personal north star. He was a man possessed." noted James B. he could be brutal and insufferable. telling designer Jonathan Ive that "'I didn't sleep last night because I realized that I just don't love it' . In other words. A visionary who humanized technology. The entire premise behind the Body Shop was selling cosmetics without sexism and eschewing the cult of youth. A HEARST COMPANY. Guy Kawasaki stands for consumer evangelism. A globe-trotting hippie who taught big business how to do good for the world. 'OK. Steve Jobs stands for brilliant design and innovation. personal eclecticism. as you can read in Ben Austin's Wired August 2012 cover piece. "I was never told.. Steve Jobs "put passion into products. and according to Brent Schlender. but he goes on for two hours. Ahmet Ertegun. 13 .

14 . but that was not the plan. Similarly. What was unique about it. Ahmet Ertegun was one of the founders of the New York Cosmos soccer team when he wasn't busy running Atlantic Records. The clean and simple design of Apple's legendary products reflected Steve Jobs's personal interests in Buddhism. That's what happened." Similarly. no marketing nous. across geographical barriers and social structures. he invites guest authors to provide their own personal stories of enchanted marketing. Similarly. Guy Kawasaki left the comforts of Apple to essentially create his own brand. Ertegun nearly went broke. A HEARST COMPANY. speaker. An Ability to Surround Yourself with Talent Guy Kawasaki exemplifies another trait common to market makers: they surround themselves with talent." he said in an interview with Jackie Huba and Ben McConnell. but the brand would not have succeeded without the talents of its anonymous network of franchise operators. and iTunes was a direct reflection of his love of music. which makes his book more collaborative and genuine. ALL RIGHTS RESERVED. but because of Ertegun and visionaries like Jerry Wexler. Market makers are willing to try and fail. The Body Shop had no reason to succeed: Anita Roddick had zero business experience and was taking on a well-entrenched industry. He was also a risk taker – and a willingness to take risks is the fourth major attribute of market makers..go get XYZ to write software. not because we were environmentally friendly but because we didn't have enough bottles. long before they even became famous. no best practices. environmentalist. and an active family man and a self-described hockey addict. and she remained actively involved in many causes such as Children on the Edge. Anita Roddick once famously said about the early days of the Body Shop. people who became famous in their own right – superstars like John Lasseter at Pixar. not all of which worked. It was a good idea. And we all know about the risks that Steve Jobs took. and Herb Abramson. and no mentors from which to learn. Their willingness to risk reflects their ability to dream. Atlantic Records succeeded not because of Ahmet Ertegun alone." By contrast. Tom Dowd. an organization she founded. What the Plus! relies on guest authors for some key chapters. and Guy Kawasaki himself. Founding a pop record company in the 1940s was in fact an enormous risk: there were no rules. "We recycled everything. such as the NeXT. with no intent at all. and venture capitalist – oh. INC. It wasn't a sophisticated plan. "We never thought it through that much. and they in turn will get more customers to buy your software and buy Macs'. Jonathan Ive at Apple. Guy Kawasaki is a successful writer. it just happened like that. and activist long before the Body Shop came along. Anita Roddick might have been the face of the Body Shop. and Atlantic nearly went out of business. Consider Enchantment: in each chapter. Living an Eclectic Life Anita Roddick personifies a third major characteristic of market makers: they are eclectic people with many interests beyond their careers. But all four of our market makers have made their marks. © ICROSSING. was that it translated across cultures. The success of market makers in business reflects a natural curiosity to learn and experience the world around them. Steve Jobs was surrounded by enormous talent. Taking Risks Ahmet Ertegun was a market maker in the truest sense of the word. Jobs and Ertegun seemingly revealed from Day One. She was a world traveler. When Ertegun and his business partners attempted to get the business off the ground in its early days.

" A market maker should provide an experience that makes you think.) If you don't fancy yourself a writer. Get involved in product development Inserting yourself in product (or service) development means more than creating the right message or marketing program to execute. make their lives better. by finding ways to challenge people to think differently and. or linguistic profiles. © ICROSSING. and never boring. and YouTube exist. The staid marketers and even the more forward-thinking creative types listened in stunned silence at times as Dave shared with us some of the more controversial work he's done. I mean actually getting involved in the process of developing the product or service: doing the research into the wants and needs of the customer and asking bold questions such as. then express your vision with sight and sound – that's why Instagram. Contribute to your company blog and let your community manager handle the heavy lifting. Be a thought leader Another effective way to be a marketer maker is to become a publisher of your own vision. How can we truly make a difference in our customer's life? Tools exist to help you do so – for instance. For instance. The choice of Dave Stewart reflected my personal belief that creativity and fresh ideas were shaping the future of digital advertising. even when you are not publishing white papers or delivering speeches. created by iCrossing to understand consumer wants and needs based on their search needs. but you can wield enormous influence through the role. It does not matter whether you sell ice cream cones or professional services: you can find a way to influence people – to really have an impact on their lives – starting with understanding your audience and figuring out how to make their lives better. Becoming the owner of audience insight inside your organization (or business unit. (Blogging is the route I've chosen. years ago. Running an event is a hard job. popularized by Forrester Research to help you create customer profiles. The explosion of social publishing platforms – Wordpress and Tumblr.How You Can Be a Market Maker You can inject the spirit of the market maker in your own job. 15 . I knew I was on to something with Dave after the presentation when attendees walked up to me and almost unanimously said. Stewart showed everyone in the audience what the creative process looks like from the inside out and challenged everyone in the room to think differently about their jobs. "He made me think. to name a few – make it possible for you to create your own imprint with practically zero barrier to entry. A HEARST COMPANY. Here are four ways: 1. Pinterest. INC. every day. Embracing the role of thought leader means being bold enough to leave a personal imprint on everything you do through your vision and ideas. exerting influence meant shaking up the agenda by bringing in successful producer and musician Dave Stewart to appear. or department) is key. which is what thought leadership is all about. Nominate yourself as a speaker for SXSW and other events.. You can also work through your employer's own social media and thought leadership programs – and I assume any enlightened company has one now. In a session that was jarring. Dave Stewart was the kind of speaker who creates discomfort. shocking. I was in charge of creating the agenda and managing a meeting of creative account teams for a services firm. as Guy Kawasaki implores. ALL RIGHTS RESERVED. For me. user personas. 2.

He imposed his beliefs by building and running companies. iCrossing CMO Tari Haro embraces "connectedness" (developing close relationships with others) as both her personal mission and iCrossing's. Have a north star What do you stand for – better yet. I'm having an impact on you that goes beyond selling a product or service. never to be really trusted in the hands of rank-and-file employees." she states simply on the iCrossing website. Social media has given rise to a new era of employee empowerment. (That's exactly what I've been asked to do at iCrossing. But as Josh Bernoff of Forrester Research wrote in his book Empowered. and creating thought leadership among them – but when I die. "I believe in the power of connectedness. I live for writing like no other part of my job. Download and adapt them for your needs. and as I explained to PSFK in 2011. companies like Best Buy are waking up to the power of their own employees to represent their brands and are giving them tools to do it. Steve Jobs believed in the power of elegant. Many of those tools can be found for free across the social world.. And I make it a priority to help everyone I work with become better writers. Go ahead.3. ALL RIGHTS RESERVED. Even with the advent of social media. Having a personal north star is not the same as being a social catalyst or thought leader. But not everyone is Steve Jobs. most major companies view branding as the province of the top executives and the marketing team. You can become a powerful catalyst by helping your employees to unleash their ideas as Guy Kawasaki does. For instance. simple design. 16 . What is your north star? © ICROSSING. Your personal brand can be aligned with your corporate brand. here is a link to iCrossing's. 4. who have used their positions as social evangelists to open up the cultures of the companies they represent.) Being a social catalyst is not a mysterious process. social media. then you can still play the role of catalyst by empowering other people – your fellow employees – to inject fresh ideas in your company. A HEARST COMPANY. what do you want to stand for personally? Great leadership? Innovation? The most creative idea person anyone has ever seen? Having a north star is often known as personal branding. Be a social catalyst If you flat-out lack the time and energy to be a thought leader. Among the best corporate social catalysts are Intel's Ekaterina Walter and Ford's Scott Monty. I want to be remembered for being passionate about writing. And here are 200 more from other organizations. My personal brand comes down to the power of writing. You and I can make our north stars shine more brightly when we embrace thought leadership and empower others to unleash their ideas. tools exist to help you – such as social media guidelines and strategies (which you should assign yourself to create). My job has many facets – developing relationships with influencers. not by publishing books or writing social media guidelines. I'm excited and energized to be playing a role in the change occurring across many industries. If I can help you be a better writer. INC. managing a relationship with one of the world's great music moguls. Again.

ALL RIGHTS RESERVED. INC.Market Makers Hall of Fame Jeff Bezos Has completely disrupted industries ranging from retailing to publishing Sir Richard Branson Anyone who can make flying on an airplane sexy belongs on this list Walt Disney Invented family entertainment Ahmet Ertegun Influenced the face of popular music Steve Jobs Embedded technology in just about every aspect of our lives Guy Kawasaki Helped turn consumers into marketers Phil Knight "Just Do It" made personal achievement cool for everyone.. helped launch modern-day cult of sports celebrity Madonna Shaped the look and style of the MTV Generation – and constantly reinvents herself Jim Murphy Made technology sexy to CMOs Anita Roddick Launched capitalism with a conscience © ICROSSING. A HEARST COMPANY. Oprah Winfrey Her Book Club was the ultimate taste maker Mark Zuckerberg Has helped redefined how we socialize 17 .

You can be a market maker. INC. © ICROSSING. but if you lack the time. who does the best they can within their limits onstage. in Bob's words. 18 . "Some of the Superficial Artists. 'is the kind that digs deep and the deeper they go.. at least review the section. who shouldn't be on stage in the first place because they've got nothing original to tell you. ALL RIGHTS RESERVED. who. the superficial performer. Or you can develop a personal vision and commitment to change other people. A HEARST COMPANY. and the supernatural artist.Find Your Gods I encourage you read Corn Flakes with John Lennon. the more gods they'll find.'" You can be an outstanding professional and remain squarely in the realm of the superficial for the rest of your life." where Hilburn discusses Bob Dylan's three ways of categorizing artists: "the natural performer. The choice is yours.