Becoming the Marketer You Were Meant to Be

Key Takeaways:

1. Curiosity Sparks Transformation: Stay curious to uncover fresh opportunities and foster innovation.
2. Empathy and AI are Magic Together: Use data to deepen human connections.
3. Flexibility is Key: Adaptability isn’t optional; it’s survival.
4. Collaboration Fuels Big Wins: Great things happen when silos come down.
5. Vision Inspires Action: A bold vision rallies teams and ignites change.

It’s Time to Get Better At... Everything

Here’s the truth: the frenetic and pervasive cadence of marketing has never moved faster. AI is reshaping how we think, data drives nearly every decision, and the pressure to stand out in a crowded space is immense.

But here’s the thing—I believe we can do better. Not in a “one-up-each-other” kind of way, but in a “build something bigger together” kind of way. And that’s why I’m thrilled to launch the Better At series. Each month, we’ll tackle one skill, mindset, or philosophy that can transform the way we work as marketers, leaders, and people.

Let’s start with what might just be the most underrated skill in our arsenal: listening.

The Secret Power of Active Listening

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Listening is the underdog of marketing skills. It’s quiet, unassuming, and—let’s be honest—not nearly as flashy as crafting killer campaigns or rocking a pitch meeting. But here’s what I’ve learned: if you don’t know how to listen, you’ll never know what truly matters to your customers, your team, or even yourself.

Take Dove’s groundbreaking Real Beauty campaign. It wasn’t born in a boardroom. It was the result of listening—really listening—to women who felt unseen by traditional beauty ads. That insight led to a campaign that didn’t just sell soap—it started a cultural movement.

And let’s not forget Howard Schultz, who led Starbucks back from the brink during the 2008 recession. How? By listening to customers who wanted community and connection, not just coffee. The result? Starbucks stores became the “third place” between work and home—a space that millions cherish.

Why We Struggle to Listen—and How to Get Better

If you’re anything like me, you’ve had those moments in a meeting where you’re nodding along, but your brain is racing ahead, crafting your response or thinking about your next task. We’re wired to solve problems, but here’s the catch: you can’t solve a problem you don’t fully understand.

The first step to getting better at listening is simple: shut up. Silence isn’t just golden—it’s transformational. Composer Alfred Brendel once pointed out that the word “listen” uses the same letters as “silent.” Coincidence? I don’t think so.

Start practicing active listening in your next conversation. Instead of formulating your reply, focus entirely on what the other person is saying. You might be surprised at what you hear—and how much stronger your insights become.

Listening Leads to Better Questions (and Better Results)

Here’s a fun twist: the better you get at listening, the better you get at asking questions. And better questions lead to better outcomes. For example, when I sit down with clients to build strategies, the most game-changing insights come from moments of active listening. It’s in those pauses, those unscripted questions, that the magic happens.

Dove didn’t stumble upon its campaign idea by accident. It came from asking, “What do our customers feel is missing?” and then leaning into the uncomfortable truths those answers revealed.

A Challenge for the Month Ahead

This month, I challenge you to focus on being better at listening. Whether it’s in meetings, with your team, or even with your customers, commit to listening with empathy, curiosity, and intention. Here’s how to start:

1. In your next meeting, resist the urge to interrupt or jump in. Just listen.
2. When reviewing customer feedback, look for what’s unsaid as much as what’s written.
3. Ask yourself: “Am I truly hearing the other person, or just waiting for my turn to speak?”

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What's Next in the 'Better At' Series?

This is just the beginning. Each month, we’ll dive into another skill or mindset, from inspiring through vision to fostering collaboration. Because let’s face it: marketing isn’t just about hitting numbers or creating cool content—it’s about constantly evolving to meet the moment.

And if you’re thinking, “This sounds like a lot,” let me leave you with this: You don’t have to be perfect at this tomorrow, next week or even next year. You just have to be better at it. One step, one skill, one mindset at a time.

Questions to Ponder:

1. Who in your life can you practice active listening with today?
2. What assumptions have you been making about your customers that need re-examining?
3. How can listening more deeply improve your next campaign or project?
4. Are you truly hearing your team—or just hearing what you expect them to say?

Let’s get better at listening. Let’s get better at marketing. And, most importantly, let’s get better—together. If you’d like to learn more about how to be “better at…”, listen to my conversation with Achim Klor on this episode of StrategyCast! https://strategycast.com/podcast/developing-a-better-at-marketing-strategy/