A Shift In Mindset

Changing the way you approach marketing – and life – for the better.

What if I told you, you could transform everything just by focussing on one principle?

(No, this isn’t snake oil. This is the real thing.)

A shift in mindset that can transform your organisation’s marketing activities.

And the shift is seriously simple.

Previously a spy, Oskar Schindler was an industrial entrepreneur. He was also a member of the Nazi Party.

In 1939 he acquired a factory that produced materials and military equipment for the German army.

At a time where the Jewish people were massacred in death camps.

He decided to employ Jews to work in his factory and profit from the low cost of their services. But as he got to know his workers, he grew fond of them.

He cared about them and wanted to help them.

And he did everything he could, including paying off the SS and risking his life countless times to keep, and to employ more Jews at his factory.

The millions he earned was spent on bribing Nazi officials.

Until he had no money left.

At the end of the war, he managed to save 1,200 Jews. And the Jewish people supported Schindler, in tough financial times, throughout the rest of his life.

After his death, he was buried in the holy grounds of Mount Zion, Jerusalem.

The only member of the Nazi Party to be honoured in this way.

As marketers, we shouldn’t see helping and giving as part of a public relations or social responsibility manifesto. (Like most of us do.)

Too many of us focus on intelligent systems, automated processes and sophisticated analysis.

Everything is complex.

Everything is coordinated and integrated based on cold or big or small data. Working to place messages everywhere and trying to empower users.

But what marketers are actually doing is overwhelming them.

It shouldn’t be like this.

By talking compassionately to our customers we can begin to understand the problems they face.

To then find a solution that will fix this problem and make their lives better.

We need to look to make a difference rather than make a lot of money – like Oskar Schindler learnt during the holocaust.

Because giving generously without hope of reciprocation is rewarding.

By helping others you’re actually helping yourself lead a happier life. Not to mention a more successful career.

Successful start-ups are driven by entrepreneurs who are hell-bent on making a positive change. For some reason, after establishing themselves, that mindset shifts to wanting to make more money – then comes the trouble. Because the purpose of that business has changed.

The Bible is a book based on the truths of everyday life which Jews and Christians believe to be of divine inspiration.

A passage in the Gospel of Luke (6.38) perfectly captures how helping inspires:

“Give, and it will be given to you. A good measure, pressed down, shaken together and running over, will be poured into your lap. For with the measure you use, it will be measured to you.”

If you want to be successful in marketing, practice the art of helping others. It should be part of our everyday lives, just as it should in our marketing plans. Really.

Share knowledge. Share resources. Share contacts. Share yourself and your services.

Help.

Everything will come together thereafter.

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