쉐도잉 연습: How to Become a Marketing Superhero | Giuseppe Stigliano | TEDxRoma - YouTube로 영어 말하기 배우기
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A few
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weeks ago, I read this.
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There are 6 billion people in the world who have access to mobile phones.
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and only 4.5 people who have access to toilets.
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In other words, it means that we have more smartphones than toilets.
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It is such a great news.
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It means that there are plenty of telecommunications companies who are making great deals,
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phone makers and consumer electronics stores that are selling plenty of products
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and marketers like me who are creating clever campaigns for these brands,
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for these companies to support their sales.
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And don't look at me like that.
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I know what you're thinking.
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Here is another hidden persuader trying to manipulate us to convince us to buy useless products and services.
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But the reality is that we are all marketers.
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Marketing is helping the world.
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Look at this image.
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Thanks to technology, now marketers can reach out to 6.5 billion people,
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regardless of what they are.
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And we can interact with them.
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We can exchange thoughts.
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We can recommend products.
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It is amazing.
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It wasn't possible only a few years ago.
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And frankly, you should also think that you do marketing every day.
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Yes, you too.
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You are marketers.
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Every time that you take a selfie,
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you post it online, and you try to build your personal brand.
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I do exactly the same.
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professional marketers do exactly the same on behalf of their clients.
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And your marketers, when you put on makeup,
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when you decide what to wear,
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when you decide where to go for dinner, we are all marketers.
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And it's fine.
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We see marketing even in nature, and it's fine.
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Look at this male peacock.
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He's trying to sell the product himself,
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trying to attract as many customers as possible,
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female peacocks, in order to maximize his return on investment.
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And look at this female bear,
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carefully choosing the right channel,
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the river, to maximize her return on investment, salmons.
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And coming back to humans,
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How could we possibly choose among so many different
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but very similar alternative products if marketers hadn't carefully designed a catchy packaging
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and find a memorable brand name and paid attention to the product positioning on the shelf?
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It'd be impossible.
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The reality is that we need marketing.
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In this part of the world,
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we need marketing to make sense of our own existence,
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to communicate with others, to build our identity and our image,
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other than, of course, to choose the right products and services.
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If we go back to the roots of marketing,
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this is a definition given by Philip Kotler,
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who is unanimously considered the father of marketing.
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If you look at this definition,
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marketing is not only useful, but even ethical.
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So what is the problem?
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What is wrong with that?
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This is wrong.
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We acted as if the resources on this planet were infinite.
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We acted as if the only compass to follow was growth.
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And this is wrong.
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This is wrong.
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They told us the business of business is business.
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And if there are collateral damages,
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well, they are technically negative externalities.
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They are part of the equation.
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It's fine.
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This is wrong.
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We created an unequal society,
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prioritizing the vested interest of the few at the expense of the many.
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This is wrong.
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This is wrong because globalization can be something very good,
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but if we don't care about the consequences,
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then the planet will remind us of the consequences.
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And we created a toxic cocktail of marketing, globalization, capitalism, and consumerism.
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And this is the result.
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This is wrong.
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We abused globalization and thought that we could just delocalize production without paying too much attention to the details.
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So now the point is,
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how can we reconcile these contradictions?
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This is the real question today.
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How can we leverage the unbelievable computational power at our disposal? disposal,
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that of virtual reality, augmented reality,
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artificial intelligence, blockchain, 3D printing,
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and what is the role of marketing in this effort to reconcile contradictions?
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As you can imagine, given what I do for a living,
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these questions have been keeping me awake for quite some time.
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And then I had my epiphany.
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I traveled back in time to the south of Italy,
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to a region called Calabria,
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to a little city, a little town called Castrovillari, where I was born.
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The Romans gave to that part of the world the name of Magna Grisha,
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or Greater Greece, because of the many Greek settlements.
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Well, I was lucky enough to grow up there.
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And one day, 25 years ago,
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more or less, at school,
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one of my professors told us an amazing story.
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It was the story from the ancient Greek mythology of the daughter of two gods.
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Aries, the god of war,
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and Aphrodite, the goddess of love.
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Can you see the power of this idea?
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Two opposite, incredibly opposite contradictions.
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Love and war united to give birth to a baby,
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to a baby girl, to a child.
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And what is even more impressive is the name that they decided to give to the child.
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Harmonia or Harmonia in English.
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She was the goddess of harmony, concord, and synthesis.
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To me, the very existence of harmonia is the proof that 20 centuries ago,
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ancient Greeks, among other Western and Eastern civilizations,
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understood that the word is not linear.
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It is actually full of contradictions.
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And it's been like this since the dawn of civilization.
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Think about it.
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Male, female.
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Day, night.
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Odd, even.
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Circle, square.
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Light, darkness.
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Good, evil.
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And wise men and women,
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in order to be successful in life,
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had to reconcile these contradictions.
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They had to deal with them.
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They had to find a compromise.
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They had to find a solution,
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whether in their private life,
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in society, in politics, in science,
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in art, even in their own body.
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So here is my epiphany.
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Harmonia can fix our broken world.
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But, harmonia can help us finding a compromise between the contradictions that I showed you before,
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between the legitimate interest of companies to make profit,
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and the consequences, the inequalities that this generated.
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But it will be quite hard
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because we spent the last few centuries trying to kill our own ability to deal with these opposites.
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We decided that it wasn't very efficient to have nuances.
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We decided that it was way easier to have black or white and to double down on one of the two.
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We decided to sacrifice harmonia in the name of efficiency,
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effectiveness, predictability, calculability, control, effectiveness, planning, if you want.
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And we did that because the only way to achieve economies of scale,
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of scope, economies of learning,
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efficiency, is to have a very stable, predictable environment.
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You can't deal with this chaos.
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You need stability if you want to maximize the return on investment,
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if you want to maximize your profit,
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if you want to maximize the competitive advantage,
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to exploit your competitive advantage as long as possible.
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You need stability.
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So do you see how complicated it is today?
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We need to relearn something that we used to know,
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that we forgot, and that we now need.
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Because today's world is full of contradictions.
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It's all about volatility, uncertainty, complexity, ambiguity.
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So let's have a look at today's contradictions.
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Humility and ambition.
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We need to find a way to blend the two.
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We need to admit that we don't have all the answers.
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but we also need the ambition to write the rules of the game.
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Art and science, assuming that they are two opposites,
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if you think of Leonardo da Vinci,
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was he a scientist or an artist?
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Hard to say, probably useless to decide.
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Short-term and long-term.
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You can have short-term returns,
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you also need to have long-term sustainability.
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If we don't find a way to reconcile these two contradictions or these two opposites, we're lost.
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Ethics and profit.
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Finance and ESG.
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Local and global.
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Human and tech.
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And while this list is by no means exhaustive,
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I could have added virtual and real,
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physical and digital, it gives you a very clear sense of the complexity we have to deal with.
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So, we need to go back.
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It would be hard, it won't be linear,
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it would be very difficult,
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but maybe there is a solution.
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And of course, now you know me enough to know that to find the solution,
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I had to go back to the ancient Greece.
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Among many other very interesting things,
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beside Armonia, they also invented heroes.
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Think of Ulysses, Achilles, Iphigenia, Atalanta.
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Women and men with superior abilities.
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Women and men with superpowers,
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as we would call them today.
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They were the predecessors of Superman, Batman, Batwoman, Wonder Woman.
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Human and men with superior capabilities, with superpowers.
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This is what we need today.
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We need to go beyond our limits.
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We need to unlearn and relearn something.
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And so, here is my eureka moment.
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Here is my epiphany.
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We need to, when I say we,
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I mean marketers, the business community at large, everyone.
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We need to relearn to accept ambiguity and ambivalence as inevitable variables of the status quo.
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We need to start making products that are harmonic by design.
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We need to consider harmonia our new modus operandi.
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And if we are successful,
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if marketers are successful, then we will lead the way.
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We will be seen as a source of value creation.
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We will honor the very first definition of Philip Kotler.
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We will help and inspire companies to make products that are good for the company,
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good for the customer, good for the planet.
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This is possible.
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I'm thinking of shoes that are fashionable,
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good for performance, but at the same time are made of recycled materials.
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I'm thinking of expensive devices that generate profit for the phone makers,
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and at the same time they can be part of the circular economy at the end of their life cycle.
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I'm thinking of expensive luxury products that are absolutely cruelty-free and child labor free,
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even though they generate huge margins for the companies.
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It is fine if we can reconcile.
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And so here's my final dream.
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A dream of a world where marketers and the business community at large can relearn to deal with these contradictions.
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A dream of a world where harmonia becomes our superpower.
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I dream of a world where marketing can inspire the next generation of products and services,
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and I dream of a world where marketers can become the superheroes that this world desperately needs and deserves.
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Grazie mille.
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Thank you.
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