From the course: Marketing to Diverse Audiences

You know less than you think

From the course: Marketing to Diverse Audiences

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You know less than you think

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(quiet, rhythmic music) - What's going on? If you're unfamiliar, or just don't look at TV, we're in New York City, and it's cold, but also, this is where everything happens. There is huge agencies, there's incredible brands, there's all different kinds of people, and the city is always awake and figuring itself out. As a marketer, the danger is you can run the risk of performing any of your diversity initiatives or efforts, any time you ground your work in what you think people want as opposed to encountering who they say they are, and what it is they're actually interested in. If you want a performance, you can go to Broadway, but what you actually want is to connect and deepen your relationship with your consumers of tomorrow, starting today. As a marketer, you've got a ton to think about. You've got client meetings, you've got deadlines, you've got more meetings you don't want to go to, your inbox hasn't been close to zero in weeks. I don't want to add another task, and it's important we talk about the fact that this isn't one. This is not a to-do, this is not about you crossing something off your giant to-do list on your whiteboard. It's about you examining the nuances, and the deep, deep ways you can discover who people are, what they want, and what motivates them. So you can create better work, and we can have a higher-quality ecosystem that talks to each of us as individuals, as opposed to groups of us as monoliths. If it sounds like a lot, it means we're doing the right thing. But don't worry we're going to do it together, it's going to be a lot of fun. That's all I got for you, it's super-cold, I've got to get inside, I'll see you soon.

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