Summary of my "Marketing is Jazz" presentation from the Marketing Summit in Istanbul, 7 December 2011

1. MKTNG
LIKE
JAZZ
LIKE
MILES

2. JAZZ
LIKE
MILES

3. Jazz is relentless innovation.
You never play the same tune
the same way. Never. No way.

4. “
You can’t play jazz if you don’t
really understand music. Deep
inside.
But you have to let go of what
you know. Lose the fear. That’s
what makes it swing.

5. Jazz is one big conversation.
Between the music and the
setting. Between the player and
his instrument. Between the
player and the group. Between
the group and the audience.
Between the people in the
audience.
Yes.
Jazz is a conversation.
It builds community.

6. A jazz group is multiple
expressions of the same mind.
I said, the same mind.

7. The music chooses the leader.

8. MKTNG
LIKE
JAZZ

9. Marketing is relentless innovation.
You never play the same tune
the same way. Never. No way.

10. “
You can’t practice marketing if
you don’t really understand it.
Deep inside.
But you have to let go of what
you know. Lose the fear. That’s
what makes it swing.

11. Marketing is one big
conversation. Between the
corporation and its environment.
Between your staff and their
craft. Between each member of
your team. Between your brand
and its audience. Between
individuals in your audience.
Yes.
Marketing is a conversation.
It builds community.

12. A corporation is multiple
expressions of the same mind.
I said, the same mind.

13. The conversation chooses the leader.

14. MKTNG
IS
JAZZ