• Building a Culture of Experimentation in a Creative Business

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    Barbara Caveness of Uncommon Logic tells us how she builds and manages teams that are both data-driven and creative. What job description would a marketing manager write if they wanted experimenters in their organization? I think it might go something like this.

    Title: Marketing Experimenter

    Primary job description: Making people aware of our products and persuading them to purchase them.

    You are perfect for this role if:

    You are not confident in your ability to create digital campaigns that will connect with our prospects.
    You fail frequently and with minimum impact.
    You do not consider yourself an intuitive copywriter.
    You do not have an intuitive sense of design.
    You are good at holding off helicopter executives.
    You ignore the expectations of others unless they are prospects or customers.
    You can waste time strategically.
    You forget past victories easily.
    You are unmoved by cool agency designs.
    You’ve mastered the tools necessary to learn how to speak to our prospects.
    You are good at talking about data and sharing it with teammates.
    Must be good at asking questions.
    You know how to celebrate successful campaigns.
    You know how to celebrate failures.
    If this is you, please apply immediately.
    If any of these qualifications seem counterintuitive to you, don’t worry. We are all going to have to learn to work with this kind of curious, disciplined and creative person.

    Would you want people like this working in your organization? I suspect you may already have these kinds of people on your team. So the real question will be, would this person be delighted to be in your organization?

    To help understand these kind of people, I invited Barbara Cavness to join me on this episode of Intended Consequences.

    Barbara is the CEO of (un)Common Logic – a digital marketing agency that you might be tempted to put into the category of “Search Engine Marketing”. But this is really an organization that enables teams of talented people to do great things. Her team investigates digital marketing data to find the surprising facts that can solve their clients toughest problems.

    Barbara is very purposeful in her approach to building teams, even though she encounters all of the same obstacles that we do. Learn how this former Duke University lacrosse player became the head of a marketing organization and how she fosters teamwork, curiosity, and creativity.

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