Podcast Summary: Northwestern Kellogg Professor Jim Lecinski on Being a Whole Brain Marketer | Modern Marketers
Podcast Information:
- Title: Marketing Voices and Perspectives
- Host: Think with Google (Joshua Espanier and Bethany Poole)
- Episode: Northwestern Kellogg Professor Jim Lecinski on being a whole brain marketer | Modern Marketers
- Release Date: October 23, 2024
1. Introduction
In this episode of Modern Marketers by Think with Google, host Joshua Espanier, alongside co-host Bethany Poole, welcomes Jim Lecinski, a clinical professor of marketing at Northwestern University's Kellogg School of Management. The conversation delves into Lecinski’s extensive experience in marketing, his transition from industry roles to academia, and his forward-thinking perspectives on modern marketing strategies, particularly the integration of artificial intelligence (AI).
2. Jim Lecinski's Background and Transition to Academia
Joshua Espanier begins by inviting Jim to introduce himself. Jim shares his rich background in media marketing, technology, and advertising, highlighting his 12-year tenure at Google in a sales role before transitioning to academia.
“I am Jim Lecinski. I’m a lifetime marketer, spent my career in the media marketing, tech advertising world and at present for the last number of years I’ve been a full-time professor of marketing here at Northwestern University’s Kellogg School of Management.”
[00:53]
Jim recounts a pivotal conversation with Google’s Eric Schmidt in 2006, which reframed his understanding of his role from marketer to teacher. This shift led him to co-author Winning the Zero Moment of Truth, aiming to educate the industry on evolving marketing paradigms.
3. Attributes of Future Marketing Leaders
Joshua probes into the core attributes that will define successful marketing leaders a decade from now. Jim emphasizes that while marketing is an applied science that can be taught, certain innate qualities give some individuals a natural advantage.
“...natural curiosity, a sense of empathy, willingness to do the hard work, to walk a mile in their customer or prospect's shoes...”
[02:37]
He introduces the concept of the "whole brain marketer," individuals who blend creative intuition with analytical rigor, embodying both right and left-brain strengths.
4. Whole Brain Marketers: The Future of Marketing
Jim elaborates on the "whole brain marketer" concept, advocating for a balanced approach that combines creativity and data-driven decision-making.
“They are people who have creative judgment or innovative spirit or risk-taking, but at the same time are also grounded and rooted in, you know, the increasingly available amount of information, data...”
[03:37]
He asserts that this holistic approach not only enhances individual performance but also fosters more effective marketing teams and superior customer experiences.
5. Career Advice and Navigating Career Swings
When asked about the best career advice he received, Jim shares a memorable piece from a mentor: "meet the universe halfway."
“Meet the universe halfway. And took me a minute to figure out what she meant by this... have some intention about your career, but also be open to things that come your way, thus meet the universe halfway.”
[04:25]
Jim reflects on his own career pivot from Google to academia as an embodiment of this advice, balancing strategic intent with opportunistic flexibility.
6. Engaging with CMOs: Shifting Priorities
Bethany Poole inquires about how conversations with Chief Marketing Officers (CMOs) have evolved. Jim identifies four primary areas of discussion:
- Understanding Target Audiences: Adapting to changing customer behaviors and expectations.
- Aligning with Business Expectations: Ensuring marketing efforts contribute to overarching business goals.
- Leveraging Technology: Integrating advanced tools like AI into marketing strategies.
- Managing Marketing Teams: Recruiting, training, and retaining talent in an evolving landscape.
“...what’s going on with my target audience... business expectations... technology questions... conversations about their teams.”
[08:27]
7. AI in Marketing: Insights from AI Marketing Canvas
Joshua highlights Jim’s foresight in publishing AI Marketing Canvas in 2021, before AI became mainstream. Jim discusses the transformative potential of AI, rooted in advancements like the transformer model and increased processing power.
“...the transformer model, which was written up in the famous paper at Google in 2017, 2018... generate useful output... not just going to be another hype cycle.”
[10:33]
He underscores the convergence of processing power, data availability, and innovative algorithms as the trifecta driving AI’s impact on marketing.
8. Practical AI Usage for Marketers
Bethany probes deeper into how Jim advises his students to engage with AI tools. Jim advocates for hands-on usage, emphasizing that understanding AI requires active experimentation rather than theoretical study.
“If you want to get good at social marketing, you can’t just watch a PowerPoint presentation... you have to use it.”
[12:36]
He encourages practical applications such as using AI for brainstorming, editing, and preparing for real-world interactions, highlighting its role in enhancing both individual and team efficiency.
“Here’s what I’m thinking. How would I approach this problem... you could pre-role play how that works out in advance.”
[17:00]
9. Defining Modern Marketing
Joshua asks Jim to expound on the concept of modern marketing. Jim defines it as a focus on value creation and growth, prioritizing revenue, profit, and market share over superficial metrics like likes or followers.
“Modern marketing starts with the mindset of a marketing return on investment... for every dollar of budget that we’re given, we should be returning back $1.10 or $1.20 in revenue, but profit.”
[18:24]
He stresses the importance of aligning marketing strategies with tangible business outcomes, ensuring that marketing contributions are measurable and impactful.
10. Creating Annual Marketing Plans that Excite the C-Suite
Bethany references Jim’s article on crafting annual marketing plans that resonate with executives. Jim critiques the traditional task-based approach, which lists activities and their costs, often leading to budget cuts.
“...task-based approach... the drawback... it's like handing the CFO a bill.”
[20:15]
Instead, he advocates for an outcome-based strategy, linking marketing initiatives directly to business goals such as revenue growth or profit increase. This method facilitates more meaningful discussions with the C-suite, positioning marketing as a strategic driver rather than a cost center.
“If what we’re trying to do is deliver 10% revenue gain next year... then marketers need to take the customer-based view and say, what would it take for us to drive that incremental change in customer behavior.”
[23:01]
11. Conclusion
The episode concludes with expressions of gratitude. Jim appreciates the opportunity to share his insights, while Joshua and Bethany commend his contributions to the field.
“Hey, thanks for having me on the podcast... I’ve enjoyed this conversation.”
[23:03]
Listeners are encouraged to subscribe for more episodes, ensuring they stay updated with the latest in modern marketing strategies and perspectives.
Notable Quotes:
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“Whole brain marketer... combine left brain and right brain into being a whole brain marketer.” — Jim Lecinski [03:37]
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“Meet the universe halfway.” — Jim Lecinski [04:25]
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“If we’re not doing that, then we should all be fired.” — Jim Lecinski [18:24]
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“Here’s what I’m thinking. How would I approach this problem... pre-role play how that works out in advance.” — Jim Lecinski [17:00]
Key Takeaways:
- Holistic Marketing Approach: Embrace both creativity and data analysis to become a whole brain marketer.
- Adaptive Leadership: Future marketing leaders need curiosity, empathy, and a commitment to understanding customer behavior.
- AI Integration: Practical, hands-on use of AI tools is essential for modern marketers to stay competitive.
- Outcome-Based Planning: Align marketing strategies with clear business outcomes to engage effectively with executive leadership.
- Continuous Learning: Both marketers and their teams must remain agile, continuously adapting to evolving technologies and market dynamics.
This episode offers valuable insights for marketers aiming to navigate the complexities of the modern landscape, emphasizing the importance of strategic thinking, technological proficiency, and a balanced skill set.