Saturday, July 25, 2015

keep your head out of the sand

Anyone who works in the business of building brands knows that the sexy marketing stuff is just a slice in the pie of our daily obligations. Most of the time, we're general managers - making sure we don't run out of stock, finding ways to optimize our financials, keeping an eye on the category trends, writing issue sheets for projected gaps to plan. You have to find a way to love the day-to-day general manager work because it makes up the majority of your brand manager function. If you suffer through that and live for the sexy marketing stuff, you're going to spend a lot of your work life suffering. 

That said, you have to make sure that you're not using the general manager stuff as a crutch to avoid doing the real, difficult work of building brands. It's scary how easy it is to bury yourself in approving invoices and debating packaging colors while your entire category passes you by. 

Our job is to be relentless in looking for ways to stay at least two steps ahead of the category. No matter the size of your brand, there's always real, fearless work to be done. Avoid the temptation to bury your head in the sand. Push yourself to do the hard work and pat yourself on the back when you do. 

Then, go back to approving invoices. 

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