makes a really interesting point. He highlights that college and graduate
schools tell us that technical competence is all....Then he quotes an interview with Meryl Streep, who says, “I really did think the life would be like college, but it isn’t. Life is like high school.”
Beckwith goes on to
write: “Life is like high school. Those
things that made you popular start mattering again. Hate it, fight it, march in the streets
against it, but it is true. The
competent and likeable solo consultant will attract far more business than the
brilliant but socially deficient expert. In large part, service marketing is a
popularity contest.”
I had never quite framed it in this context, but I believe it to be true.
A fellow marketer, Francis, once told me that: "It is still about trying to sit at the 'cool kids' table. We know the companies we want to work with. We just have to figure out how to be invited to sit with them."
I had never quite framed it in this context, but I believe it to be true.
A fellow marketer, Francis, once told me that: "It is still about trying to sit at the 'cool kids' table. We know the companies we want to work with. We just have to figure out how to be invited to sit with them."
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