As we go about discovering who we are, we bring a whole lot of pain and joy in the lives of others. We start things, we move on, we create something new, we let it die, we search and cry, we find and cheer.
And as we witness others going about their own personal discovery, we bring a whole lot of pain and joy in our life. By making it all about ourselves.
Companies talk a whole lot about individuals and they don’t talk enough about systems.
That person is not performing.
That lady is challenging.
That guy is always late.
That colleague never comes to the office.
That hire was a mistake.
And to be honest, if it happens once in a while, those statements might also be true.
But most companies spend too much time in what is not so different than gossiping, when often problems are in the way things are done, the way people are managed, the processes everyone is asked to follow.
We have made marketing a commodity. We have made it about scale, repetition, numbers, algorithms. We have made it a matter of point-to-point measurement and one-way funnel.
And now we worry that a machine can take our job?
AI will replace you if you think that marketing is a “if this then that” statement, if you look at a blog post only in terms of keyword density, if you consider an ICP something to bend at your own need.
For all the others, we still very much need you.
It’s not the rise of the robots that frightens me.
It’s the rise of all those corporatists who have forgotten that humans matter.