We’re all overtaxed these days – too much information, too many emails. That’s especially true of marketers, who are now expected to simultaneously master new platforms like Pinterest or Snapchat, develop a killer social media strategy, comprehend and analyze Big Data, and still handle everything marketers used to do, from advertising to pricing strategy. There’s only one answer, says Lisa Nirell, author of The Mindful Marketer: How to Stay Present and Profitable in a Data-Driven World. Marketers have to step back and “stay in the present moment to deal with the complex tasks in front of us.”
Nirell’s interest in the subject was sparked by her 17 years of studying Buddhism, yoga, and meditation, but for her, it’s not about religion. Instead, “it’s strictly a way to train our minds to focus” – something every executive needs. “You’ll find mindfulness movements in companies such as Google, General Mills, Target, LinkedIn, 15Five, and Green Mountain Coffee,” she says. Their efforts are nascent. But, she says, “This is a concept that Western culture has been slowly embracing.”
The choice that marketers face is between being strategic and proactive, and simply reacting to external stimuli. “In my recent CMO study,” she says, “a top frustration they expressed was the inability to deliver on the volume of initiatives with few resources. Many are trapped in ‘order taker’ mode because their executive team lacks a clear strategic plan, or expect teams to deliver on more than four top priorities…Order takers only focus on ‘how do we fix yesterday’s chronic problems?’ and ‘what issues are waiting for us in our inbox today?’ Breaking free from these habits allows us to create more discretionary time for asking the important questions, such as ‘what’s next?’ and ‘how might we do things differently and better?’”
In many cases, we can’t control others’ expectations of us, or how much email we receive, or how many resources we have to accomplish our goals. “What we can control is how we respond,” says Nirell. “We can find ways to center ourselves, pause, prioritize, and find our wisdom…This is true competitive advantage. I believe this new way of thinking has more power than what big data, sales automation, and marketing operations tools are promising.”
The first step is resisting the dangerous, but common, impulse to multitask. “Studies show that while multitasking, women’s IQs drop an average of 5 points, and men’s drop 15,” says Nirell. To gain increased clarity, she suggests trying out techniques including nature walks, silent meditation, yoga, Tai Chi, and many others. “Those who ignore these learning opportunities will remain stressed, overworked, and live squarely within the ‘order taker’ category,” she says. To see where you fall on the continuum, you can take her free Mindful Marketing Meter™ online assessment.
Additionally, she advocates the importance of joining or designing a community of like-minded peers. “I’m talking about face-to-face groups where you can share confidential, strategic conversations,” she says. “LinkedIn and Facebook don’t count. Live gatherings allow our compassion and empathy to emerge.”
How are you working to become more mindful with your marketing?
Dorie Clark is a marketing strategist who teaches at Duke University’s Fuqua School of Business. She is the author of Reinventing You and Stand Out, and you can receive her free Stand Out Self-Assessment Workbook.
