Ms the word: Why we do what we do
Even marketing people can occasionally accomplish good
By on Apr 11, 2011
Sunday night, and late. I am reflecting on a weekend conference.
There is something intimate about a weekend of solid and continuous work in the company of your customers that is difficult to describe to someone who is not familiar with the medium. I shall assume you are.
There is a fever of excitement if things are working, which inspires and drives out fatigue.
I have been sucked in to be an honored guest with country teams, I have introduced sessions, I have presented data, pressed the flesh with dozens of charming physicians, drunk more than I should, and definitely eaten too much.
Still, I have run every morning, which almost counteracts the wine and beer.
I guess my emotional highlight was dinner last night. I had more than the usual five minutes to think, and was ready to go when Angela pressed a piece of paper into my hand and whispered that it was someone's birthday.
And then, just as I was humming the words of Happy Birthday in my head and making sure the name would scan, Dirk mentioned that it was the birthday of one of the physicians as well.
More of a challenge to fit into Happy Birthday, but still I made up my mind that we would sing.
I am not usually troubled when trying to find a theme. Last night, I realized what is special about this audience.
The disease we are covering is fatal, rare, and indiscriminate. There is no cure and dagnosis is usually late, at a point where intervention will perhaps make no difference or at best prolong life by a handful of years.
And still this crowd of physicians was eager to hear the message from their colleagues.
There were few edges, as the good and the great smiled indulgently at the humble and lost.
One of those moments when you realise you do what you do for an old-fashioned sense that perhaps even marketing people can occasionally do some good.
It seemed to go OK. I was not booed, though I did get some advice not to give up my day job.
Coming off this high, I really did not want to give up my day job.
Even though I was dog tired, the two days have been inspirational.
Immersing yourself in data, live from the mouths of specialists, has a way of sharpening your intellect.
My little book is filled with ideas, and I cannot wait for tomorrow when I can set some of them off and running.
The trick is, after something inspirational to build on it immediately. Waiting a couple of weeks, tidying up the words, is a waste of time.
Acting while it is still raw, building on the insipration with others who were there, you are excused the rough edges in your communication as your colleagues form gestalts across the gaps.
The memories fade quickly, and the humdrum things crowd back into view all too quickly.