THE 7 HABITS OF HIGHLY EFFECTIVE MARKETERS AND MARKET RESEARCHERS
In 1989, aged 57, Stephen Covey released the book that would change his life and the lives of many business people all over the world. That book, the 7 habits of highly effective people, has been used as the bedrock of many management courses and lectures since then. If you are reading this and are currently employed by a large blue-chip company (so called as blue chips in poker are the chips with the highest value) or self-employed you will have undoubtedly been privy to the 7 habits.
Let’s take a look at these 7 habits and apply them to the world of a busy brand or marketing department. Do they still hold true?
HABIT 1: BE PROACTIVE
Pretty self-explanatory this one. Get off your butt and take charge of your own life. Covey believes that effective people realise they are in control of their actions and reactions, no matter what’s happening around them. Being proactive means staying true to your values, being aware of yourself, and using positive language that empowers you and others. By focusing on what you can control and not stressing over what you can’t, you can shape your life and make meaningful changes. Anthony Robbins talks a lot about this in his teaching too. Although Tony is more likely to say “own your sh*t”! And he’s not wrong.
How does this apply to marketing and market research?
One could argue that being a marketer is the ultimate proactive business role. We are the starters, the inventors, and the dreamers. If you find in your day-to-day role that you are not getting to flex this muscle, then perhaps something needs to be changed. We know that customers do not remain static. They change, they follow some trends and create new ones. One week they are throwing buckets of ice water over each other and the next they are drinking protein water. It is our job to understand our own values, our brand values and importantly our customers’ values. Do our brand values align with those of our customers? This is increasingly evident in terms of sustainability and how we ‘show up’. To be a highly effective customer our customers just need to continue to purchase from us and say nice things about us when their friends ask about us. However, to be highly effective marketers we need to work every day to earn that recommendation. This means proactively and frequently engaging with our customers. Knowing what they want when they want it, and ideally before this. It’s proactive leadership and this only comes from two-way constant communication. More on that later.
Some questions you might consider:
Q: Is your brand plan proactive or is it just rehashing what has been done previously?
Q: How do you know what your customers are proactively pursuing? Have you a research plan in place to capture this? Or are you waiting on the next wave of your tracker to ask the right questions? I’m afraid customers are not helpful like that – they change their behaviours all the time. We need to be where they are and play by their rules.
HABIT 2: BEGIN WITH THE END IN MIND
Plan A. Plan B. Plan C. I like the saying “If you don’t know where you are going, any road will take you there” and this is what this habit is all about. Covey suggests that successful people have a clear idea of where they want to go before they even start. ‘Begin with the end in mind’ means figuring out your personal mission, knowing what matters to you, and setting long-term goals. When you know what you want in the end, you can make daily choices that align with your bigger purpose. Covey stresses the importance of prioritising what’s important based on your principles, rather than just reacting to whatever comes your way.
How does this apply to marketing and market research?
On an unrelated matter, I have just finished reading Matthew Perry’s (Chandler in Friends) autobiography, and here I feel he would have said “Could this BE any more relevant to marketing?” – great book which highlights a very troubled and lovely soul, who fought to the end.
We must have a marketing plan and research must play an active role in that. Why? Brands that invest in research grow quicker than brands that do not. 68% of companies that have increased sales have used market research to do so (Hanover). Having been subjected to the classic FMCG school of marketing via Unilever (only joking, I loved it), I have seen firsthand how a daily, weekly, and monthly marketing plan, aligned with marketing objectives, and built on customer insight can transform businesses. It’s like all those overnight successes we saw recently at the Olympics. You know the ones that have trained every day for 4 years and more, eaten a diet that was carefully designed to turn them into athletic machines? Overnight success! I once had the pleasure of meeting the kid in Rich Dad, Poor Dad. Not Robert Kiyosaki but his friend from the book. The guy who had the rich Dad. His words to me were “get in line, stay in line, otherwise how do you expect to get to the top of the line”. Deep. Ultimately it all comes down to knowing where you are going and why. Your brand plan needs to be written, reviewed, and based on sound insight. It needs to be revised if the insight changes. It is your North star. Your success may be a surprise to others, but it shouldn’t be a surprise to you.
Some questions you might consider:
Q: How fit for purpose is your current marketing plan? Can you see your personality through it? What about your brand’s personality?
Q: How do you assess the performance of your marketing plan other than by metrics such as sales and clicks? Is your plan building long term equity in your brand? Have you the research plan in place to regularly check this with your customers?
HABIT 3: PUT FIRST THINGS FIRST
Also known as ‘don’t sweat the small stuff’. This habit is all about managing your time and priorities. Covey talks about the ‘Time Management Matrix’, which splits tasks into four categories based on how urgent and important they are. Effective people focus on tasks that fall into Quadrant II, which includes things like planning for the future, building relationships, and personal growth. By organising your time and focusing on what truly matters, you can be more productive, reduce stress, and find balance in your life.
This habit is linked to the one before it but means we should not just know our plan, but we should have steps to get us there and those steps should be in order of importance.
How does this apply to marketing and market research?
To do lists. Do you use one? I do. I have used one every day since starting off as a research executive in the late 90’s. Mind you, I also use a Remarkable 2 for all my notes and a desktop and phone with more apps and tabs than I care to mention but it is the still the pad and pen that I look at first thing in the morning and last thing at night. It is relentless but I think it’s a good habit that has served me well. I know when I sit at my desk first thing in the morning what needs to be done first and what else needs to be done but perhaps is less urgent. This can be applied to how we run our brands too. What’s on your brand’s to do list? There is no point in creating a new advertising plan if your brand positioning is off. No point in writing social assets for a customer that may have changed. As per the brand plan in habit two, it is imperative that your daily trips support the overall destination.
In my first job there was a popular saying “eat the frog’s first”. This is from another book that I admit I haven’t read but the essence was clear – ‘do the stuff that you mightn’t like but that needs to be done first’. This fearless proactive planning is what makes the difference.
It does beg the question, how do we know what is first? Well that comes down to actively engaging your customer base to stay one step ahead. Changes in your customers’ behaviour should never be a surprise to you. Lift your head, put a research plan in place and make sure your priorities are in order. Literally.
Some questions you might consider:
Q: How reactive versus proactive is your research plan? Are you likely to spot the next fork in the road ahead of your competitor? If not, then you need to change what you are doing.
Q: Are you sweating the small stuff? There is no point, and we all know that marketing departments are mostly under resourced these days. There is no time to engage with anything but the stuff that is going to move the dial. Get your to do list out and make sure you’re putting your energy where it is needed most.
HABIT 4: THINK WIN-WIN
This is a big one for me personally and is the difference between someone with an abundance mentality (yay more of that) and a scarcity mentality (boo, down with that sort of thing). Covey highlights the importance of looking for solutions that benefit everyone involved. ‘Think win-win’ is about adopting a mindset that there’s enough success to go around, instead of thinking everything’s a competition. Effective people aim for outcomes that work for all parties, seeking out cooperation and mutual benefit. Covey also emphasises the need to listen empathetically and understand others’ needs to create these win-win situations in both personal and professional relationships.
Sounds a lot simpler than it is. However, I offer this one nugget. I have had the pleasure of working with some very successful people. People with personal wealth in the billions and I have found that the higher up you go, the more decent the person is and the more they are open to seeing all sides of the story. This may sound naive to some, perhaps I have been lucky. There are lots of rich assh*oles out there too! However, the ones who have truly made it, in my opinion are the guys and girls who seek out mutual benefit. That’s why relationship building is so important. There is truly enough out there for everyone, but we need to come at the relationship with that mindset.
How does this apply to marketing and market research?
My marketing colleagues will need to excuse me here for one moment whilst I address those of us who work in agencies. Isn’t this the essence of building a successful agency? When Julie Angus and I were building Spark Market Research in the early days, we applied this relentlessly. Nowadays, Lynsey Carolan and her team know this is rule number one. As it is with LifeStars. We all want to win, every day. We want to be the biggest, best, and beat the competition. However, we must understand that the way to do that is to build mutually beneficial relationships with our clients. I am proud to say that the repeat purchase rate in Spark is over 90%. We are a research agency that has built strong working relationships that have lasted for years. Practically speaking of course this is easier as we get to know the brand, their quirks, and their desires. This means we can stay one step ahead. And we all win. On the flip-side, I have seen the opposite – the guys who are more mercenary and want to win the project but are nowhere to be seen a few months later. It’s short termism, it’s ultimately win-lose. The client will see through it eventually.
Some questions you might consider:
Q: When was the last time you showed up for your client without an invite? Maybe you sent them an article that they will find interesting and can use to hone their plans?
Q: How often have you helped competitors by writing articles that reveal the essence of how you think a successful agency should be run? I’m joking of course, but you get the point. We are in this together and have a collective responsibility to our clients but predominantly to our clients’ customers. Know them, work with them, make sure they win, and we will win too.
HABIT 5: SEEK FIRST TO UNDERSTAND, THEN TO BE UNDERSTOOD
Mike Kneafsey from Audience Collective has a way of stating this and he does often – “Good Communication is the path to excellence.” Good communication is key to strong relationships. Covey focuses on the importance of truly listening to others before sharing your own thoughts. ‘Seek First to Understand, Then to Be Understood’ means that by really understanding where someone else is coming from, you build trust and connection. Covey talks about the emotional bank account, where showing understanding, respect, and empathy builds up trust.
By mastering the art of listening, you can strengthen your relationships and create a solid foundation of trust. If good communication is the path to excellence, then the opposite is a dark cul-de-sac where customers don’t go, and brands don’t grow. Let’s build a better path!
How does this apply to marketing and market research?
This is extremely pertinent, in every single meeting. I will admit that as one with a very active (curious/caffeine fuelled) mind, I have been known to be the one who interrupts and butts in too much. I am working on it. However, from an agency point of view we must ensure that we listen to our clients every day to know what they want and importantly to discern what they might need. That bit comes with experience and will usually be welcomed if we have built a win-win relationship as in habit four.
From a client point of view, it works two ways. Firstly, being open to the methods and channels that an agency may recommend based on their experience. And secondly, and more crucially, seeking to understand the motivations of your customers. That again? Yes! It’s vital. We can’t impose marketing on our customers without their consent and expect it to be successful. Neither do we need to evaluate every idea to the ninth degree. We need to put ourselves in a position where we understand our customers and then based on that understanding, we are much more likely to develop a campaign that will resonate. Keep your customers close!
Some questions you might consider:
Q: How well do you really know your customers? This is especially pertinent if you are managing a brand that you wouldn’t normally consume. Thinking back to my days whilst working for Unilever, we had some people managing the brand Pot Noodle and let’s just say it wouldn’t have been their snack of choice. So, they did everything they could to know the Pot Noodle customer. From listening to the same radio stations, interviewing them, reading the same websites, and engaging them in regular research.
Q: Are you seen as someone who seeks to understand? Just because you think you know the answer it doesn’t mean that you need to share that answer straight away. This is especially important for senior marketers. Juniors need to be given the chance to have their say and that means keeping quiet for a bit!
HABIT 6: SYNERGISE
A word that many marketers think was created this century! Covey was writing about it in 1989. This habit is all about creating something greater by working together. Covey describes synergy as the magic that happens when different people and ideas come together to create something better than what any one person could do alone. Effective people value differences and seek out a variety of perspectives to generate new solutions and achieve great results. Covey highlights the importance of open-mindedness, creativity, and teamwork in achieving synergy and leveraging the strengths of everyone in the group.
This is really about how we work together in groups. In large organisations this can be how the Sales and Marketing team work together. How they collectively influence the rest of the organisation. In my world this is often how agencies such as research agencies work with advertising and media agencies for the collective good of the client’s brand. This habit has much in common with habit four (think win-win) and habit five (seek first to understand).
How does this apply to marketing and market research?
One feature that anybody who works in a marketing department over the last five years will be familiar with is that there is far less resource than there used to be. As a result, inter-agency project teams are much more commonplace. We need to be able to work together according to the project objectives set by the client in order to deliver project success. Of course this can be tricky at times.
The advertising agency has a ‘fantastic’ idea that surely the customers must understand. The research agency consults said customers and realises that while it may be a fantastic idea, it won’t deliver on the overall campaign objectives. It is a funny idea though! This can lead to awkward conversations that call for leadership. However, as these project teams are far more commonplace now than they used to be, everyone is becoming far more adept at quickly getting to the point, working together, reworking assets (if required), and keeping the show on the road.
Ultimately, I believe that synergy is all about mutual respect. If we respect the people that we are working with as people, and also in terms of their role on the project team, then we are far more likely to deliver success. We all know that respect is earned, it’s not something that comes with a title. That part takes more time. When we talk about synergy between sales and marketing teams we are really starting to move towards Maslow’s self-actualisation. If we can get to this point, where we have built in respect, trust, all based on strong relationships between agencies and customers then the desired performance is far more likely. There’s a lot to play for, so this is important to get right.
Some questions you might consider:
Q: When creating a project team for an important project how do you go about it? Is it business as normal? How do you help to facilitate each of these team members working for each other and not just for their own objectives?
Q: What have you done to earn the respect of your customers? If you sell food, you are feeding their family. This is why they work every day. How has your brand earned the right to be chosen? Do you know what brands they respect and why? Keep them close.
HABIT 7: SHARPEN THE SAW
Ok we are now at full self-actualisation / brand-actualisation. The final habit is about taking care of yourself and continuing to grow. Covey uses the analogy of a saw that gets dull and rusty over time with use. To stay effective, you need to invest time in self-care, learning, and personal development. Covey details four areas of renewal: physical, mental, spiritual, and social/emotional. By taking care of these areas, you can improve your overall well-being and keep yourself sharp for the long haul.
How does this apply to marketing and market research?
What are your brand’s four areas that need to be kept shiny and ready? I suggest positioning, emotional and physical availability, brand health scores, and vision.
Your positioning should be developed in such a way that it doesn’t need to be changed that often. However, every brand manager needs to be aware that the time does come where a brand positioning needs to be tweaked. This only becomes evident if we remain close to our customers and understand how they perceive our brand not just how we perceive the brand we are trying to sell to them.
Our emotional and physical availability are extremely important determinants of our brand success according to Byron Sharpe. In its simplest terms, we need to show up where our customers are in a way that they expect us to show up and feel comfortable engaging with. Our customer loyalists start to see our brand as part of their own self-concept; what Russell Belk dubbed extended self-concept. Imagine being the product owner of Patagonia – that brilliant example of a sustainable and purpose driven brand. You are very unlikely to find Patagonia being sold in sports stores such as Sports Direct. It’s just not in line with the essence of the brand. So, it’s not about being everywhere. Conversely, think Coca-Cola. It’s about being in the places that make sense according to your brand positioning and places where the fit feels right emotionally for your most loyal customers.
Brand health scores need to be monitored constantly. I’ve said it before but far too many brands waste a lot of budget on poorly constructed brand trackers. Develop a win-win relationship with your research agency and at the same time create a brand tracker that leads to brand growth rather than just a regular conversation about how certain percentages are up and down. Live the figures and engage your customers regularly to understand why your brand is as healthy or unhealthy as the figures are telling you.
Vision – the future. As brand owners, we are custodians of the future for the category we play in. Think back to habit one, we must be proactive in determining how this category develops. It’s fine not to be the innovator in every facet of the category but if you find that you are the laggard too often then you’ll quickly find that you don’t have much of a business. Someone in the organisation needs to be working on future plans, engaging customers to understand what the future looks like for them and how your brand can play its part. Otherwise, it’s very likely that the customer will create a future without your brand in it. At best you will be reactive in the hope that you can jump on the coattails of whatever the latest trend is. We can do better than that.
Some questions you might consider:
Q: What is the time horizon of your current brand plan? If it’s not at least five years, then you need to look at it.
Q: How are you engaging your customers frequently to ensure you sharpen the saw around the four key deliverables outlined above. If you are not, are you working in a vacuum? This doesn’t work in the medium to long term – let your customers in.
IN CONCLUSION
Stephen covey’s book, 7 habits of highly effective people was written in order to help people prioritise their personal and professional growth. I hope I have demonstrated above how the seven habits can be applied to marketing and market research to ensure that we have more highly effective marketers. One of the recurring themes above and indeed elsewhere in lots of marketing literature at the moment is keeping your customers close. No brand is an island. Brands live and die by the insight on which their brand plans are built. The best marketing teams consult their customers often, keeping them close and showing they are proactive in terms of brand plans and creating a win-win situation for the brand and the customers alike.
This is why we developed LifeStars. LifeStars is the customer closeness app that helps brands create simpler, quicker, and more cost-effective research plans.
If you would like to know more about how LifeStars can work for your brand, please contact hello@lifestars.com. Let’s bring your customers close and create truly effective brands built on common values, long-term goals, and positive relationships. Sound interesting? Get in touch today.
You can pick up a copy of the 7 habits of highly effective people book here or even better from your local bookshop!