Observation: East Meets West

Jan 22, 2007
3 min read

Way back in December (seems like a long time ago). I had the pleasure of participating in the Guidewire Group's, Fall Leadership Forum along with 80 or so execs, author's and entrepreneurs from across the country. Chris and the gang gathered a really great group and it was an energizing event. It also gave all of us a chance to take a breather and swap ideas, drinks and stories.

An interesting take-away for me what was that this was a leadership event, and what struck me as one of the only "marketing types" in the room was how much of the conversation on leadership and success centered around the customer. Many discussions revolved around smart ways to communicate with and engage the customer as well as discussion on the impact of the overall customer experience on the success of the company. You would have thought you were at an east coast CMO summit. Not that i am complaining - I say Hallelujah!

So, what's new? Why are all these smart, mostly Silicon Valley technology based start-ups and CEO's suddenly waking up to the importance of the customer experience and marketing?

My conclusion - up until recently the "West Coast" techies lived under the belief that their technology, solution, widget etc was better than the other guys. This was the mantra - my technology is better than yours. Today, as new innovation is layered on top of existing technologies, technology itself is a commodity and everyone is a media company, Tech/Internet/Software companies have woken up to the harsh realization that--gulp--the User is critical to my business and I better start paying attention - or they will walk. Differentiating yourself in this world requires a holistic approach to your customer. - features, branding, communication.

The flip side of this equation is that over on the East Coast, companies steeped in marketing, command and control messaging and brand advertising - now realize that they better be well versed in the technologies empowering their customers to speak up loud and clear and define the brand for them - they better "engage" and co-create - or their smart fast moving, fickle customer's will walk.

OK - you may argue that I am oversimplifying the whole East/West thing because my lens is skewed as I live on the bridge between these two world's, but there is an interesting inversion taking place.

Internet companies cannot rely on better technology alone - it is too easy for a slicker, better model to show up a nano-second after they launch.

AND

Media/Marketing/CPG companies cannot rely on old slick "talk at you" campaigns that tell you to buy the newest, shiniest X it will make your life better simply because we said so.

Both "coasts" are operating in a bit of a discomfort zone - I like this. Innovation happens at these intersections - if you are willing to take a risk or two.