Recently I wrote a blog post celebrating the change of our name (A New Direction, 2015) and our company’s new direction into data analytics and digital marketing. In that blog I suggested that science is forevermore linked to marketing and communications. The reality of marketing today is that if you are not generating meaningful, measurable results than you are still working in the past and risk being left behind.
Many Chief Marketing Officers are fearful of changing direction to campaigns that are uniquely different. Many CMOs are also in the prime of their careers and have earned the right to set the strategy for the brand. Some CMOs may be asking themselves: Why change now when so much of what I have implemented in the past is working today? Why risk my legacy in favour of a trending topic?” Or do I even have the skill set or time to learn such a dense subject matter? more
Today marks 20 years since I first filed my letters of incorporation. I can honestly tell you that on February 1, 1995, I was not envisioning life in 2015. I was thinking more about the next six months – possibly twelve – if things went extremely well. I had little to lose and a very supportive roommate (whom I would eventually marry).
Having a good bloodline of entrepreneurs in the family also bolstered my confidence. My great grandfather had owned a number of companies in British Columbia, and even a brewery; Lucky Lager, which he eventually sold to Labatt. My grandfather Hugh had owned his own furniture store and I had heard many stories from my mother about the trials and tribulations of growing up in a family-owned business. Knowing both the “good” and the “bad” stiffened my resolve to pursue this adventure. more