From the course: Marketing to Diverse Audiences

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Destroy your assumptions around marketing

Destroy your assumptions around marketing

From the course: Marketing to Diverse Audiences

Destroy your assumptions around marketing

(upbeat music) - The word diversity gets thrown around a lot. Read about it, people speak on panels about it, there's keynotes about it, but that's the thing about words that kind of enter the public discourse. You can do the work that defines it, or you can perform it. But you can't really do both. As marketers, you're faced with another conundrum, the thing about building an audience that's hard is everything, it requires time, attention, consistency, the ability to take risks, utilizing new sets of data, and all these other things. And when that kind of work piles up it's easy to create assumptions that fulfill the metrics and the ideas and the goals that you have. I'm going to need you to destroy those assumptions. They're a couple ways I want to help you do that. So we can get the most out of this. The first one is around asking yourself what success would look like if all the metrics you currently use were taken away. What would you do, what would you focus on, what would be…

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