Is 3 As a must have to be successful as a marketer?
Success is a subjective matter which can carry different connotations depending on the context in which it’s discussed. Even though success doesn’t have a universally accepted meaning, as it is context dependent, we mostly ascribe success to educational success, career success, entrepreneurial success, personal life and work life balance etc. Getting 3As is considered as a preliminary qualification to enter university today as the intensity of competition in Advanced Level examination has increased over the years. Some of us believe in the fact that educational qualifications can take us up on the career ladder while some of us believe in the fact that experience can take us up the ladder.
What can really take one up the career ladder? Be it Marketing, Sales, HR, Finance, Administration, IT, Production, Quality, Logistics, Supply Chain etc the field you are in, what matters the most is how far you can use your new basic skills to perform your job. Everyone will be equipped with advance skills which will define your future as an expert in the given discipline. Advance skills are learnt in gathering qualifications, however, learning new basic skills will always assure one can perform under any condition and with any target in any team. It suggests that the skills taught in schools today, even if test scores measure them as improving, are not sufficient for high school graduates in an increasingly changing, challenging workplace. Instead, six New Basic Skills are proposed: (1) the ability to read at the ninth-grade level or higher; (2) the ability to do math at the ninth-grade level or higher; (3) the ability to solve semi-structured problems where hypotheses must be tested; (4) the ability to work in groups with persons of different backgrounds; (5) the ability to communicate effectively, both orally and in writing; and (6) the ability to use computers to carry out simple tasks such as word processing. The New Basic Skills can be imparted to students by following five principles that are also characteristic of good management in businesses: agree on the problem; provide the right incentives and opportunities; train the frontline workers; measure progress regularly; and persevere and learn from mistakes.
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Ability – Agility – Attitude
Ability is important as ability is required to be able to do anything. One must be an able individual if s/he wants to climb up the ladder. Skills, knowledge, competency etc are considered under ability of performing a job. Some may argue that experience is more important than anything else, but what must not be forgotten is that; experience can be a misleading word which would allow one to repeat the same mistake with an ever increasing confidence over and over agin if what’s performed with experience is learnt in the wrong way. Knowledge in any given field can give ability as it can build confidence in any individual. Knowing what needs to be done is an important aspect of anyone’s career. Some people believe in the fact that, repeating the same for decades is important in managing a business. However, one who understands the concept of fluid intelligence is pivotal in bringing about change into the equation. Ability wouldn’t mean much in an environment where the changes are taking place at a rapid phase. Therefore, Ability has to be connected with another important aspect which I call Agility.
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Agility is the single most important competency which should be promoted in the business world today as ability is not going to be enough to perform tasks in a changing environment. Even though it says; failing to plan is – planning to fail… no matter how much is planned, things may not take place in the way they are planned. It’s at this point agility is required for someone to take up challenges to make positive changes in taking the organisation forward. Ability and agility both could be practiced, leant and taught. However, the combination of the two will not also be enough to face challenges. The next A in the 3As is Attitude.
Attitude consists of three main components which are known as: Cognitive (Learning), Affective (Feeling) and Conative (Action) components. Cognition is about being able to take messages through five senses and absorb them to the decision-making process. Affection is about feeling. How we feel the objects which are absorbed through five senses. In other words, it’s about processing data and coming to conclusions. You may also call this as perception. Two people who are looking at the world and the pandemic situation might come to two different conclusions. One might conclude that this is the end of the world or end of my business or end of my career. They may feel that the environment is tough and there is nothing that could be done to come out of the situation. On the contrary, another person who works at the same company might conclude that, things have changed for the better and there are new opportunities. Therefore, this is the best time to find new opportunities. With the pandemic hitting the world; marketers have the worst hit in most of the industries and categories as marketing budgets are slashed, and sales are declining which reduced brand performances. But true and talented marketers would find their way to diversify the business or brands and bring revenue to the organisation.
Therefore, it’s understood that bad attitude is like a flat tyre. There is no way you can move an inch until you change it. In the corporate world, it’s common that many judge and despise others simply based on something they have heard from another person. Sneakers are always blamed for making people enemies but what must be understood is that; there is no way anyone can change your view point until you change it yourself. It’s you who form wrong attitudes of right people based on wrong information spread by wrong people. Why would someone spread rumors? Or sneak? Before believing in sneakers, one must ask the question from oneself, as to why the others sneak. Obviously it’s for their benefit and advantage or may be to cover their own weaknesses. Therefore, one must work hard to prove themselves. Let the results speak for the effort. Achieving results is not easy and having 3 As wouldn’t assure results. There has to be a mindset for it too.
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3 Ds of a brand marketer
Therefore, it’s evident that having 3As is as important as having skills, knowledge, experience and qualifications. However, having 3Ds is even more important. Drive-Dedication-Delivery are the three Ds that can change the fate of anyone. If you still believe that your fate is something that cannot be changed, practicing 3Ds would prove it’s a misconception. For us to perform on a daily basis, we need energy. Best way to find energy is to find that drive from within. Dedication is hard to find but if you are dedicated to your cause or to your true calling, there is nothing in this world that can stop you winning. Delivery is the last one out of the three which is the outcome of the first two. Delivery is about having a mindset to bring results. As we see many professionals complain about the issues and challenges they face in the process, there are individuals who try to find ways to overcome the issues and find their own solutions to bring results. This also has a connection with the concept of self-leadership.
Self-Leadership
Considering the definitions given for the concept of leadership it’s apparent that if one needs to practice leadership there should be subordinates. In the absence of subordinates one can’t perform or act as a leader. In my opinion, leadership is not merely about leading a group of people. It’s also about leading yourself. I would call it; ownership. Taking ownership of one’s responsibilities, tasks and deliverables and finding ways to deliver results instead of looking for reasons as to why a job cannot be done. When there is no one else to give you that push, finding your own reasons and motivation to perform duties and reaching targets is also leadership. Only those who have leadership qualities can act this way.
In the absence of them, there will be no way one can get results. Hence, let the results speak for your effort. Don’t try to explain to someone how hard it was to do a job or to be in the process. Instead tell them how important it was to somehow get the job done. You may also call it “Can do attitude” or “Impossible is nothing”.
Change your Fate
Jonny Wilkinson who is more fondly known as Johnny is one of my favourite sporting stars in the sphere of rugby who will forever be remembered as the man who kicked England to Rugby World Cup glory in Australia in 2003 – slotting a last-gasp drop goal in extra-time to edge out the hosts in a thrilling tournament finale. Regularly a left-footer, the talented fly-half slotted that memorable kick with his right foot to cement his place in English sporting history. That moment is just one highlight of a record-breaking career that has seen Wilkinson rise to one of the sport’s all-time greats. Later when I read the story of Johnny in his auto biography I found the secret to his success. Where did he get the ability to kick drop goals from both ends of the ground; he used to go to practice sessions before everyone else and would perform 250 kicks from both his left and right feet from both ends of the ground. This gave him the ability to assure that any try of the team would be converted into goals which would give additional two-points every time England scores a try. Changing your fate is only possible if you are committed and work hard for your cause or true calling. Some may believe that fate is something to do with luck. Luck wouldn’t help you come up if your mindset is not right and if you are not ready to accept new responsibilities. Therefore, your destiny is not a matter of chance, it’s a matter of your choice. However, later I found the missing part of the message I learnt from Johnny and it goes: I came across the author who coined the phrase; William Jennings Bryan – United States lawyer and politician who advocated free silver and prosecuted John Scopes (1925) for teaching evolution in a Tennessee high school (1860-1925).
Destiny…is not a matter of chance, it is a matter of choice; it is not a thing to be waited for, it is a thing to be achieved.
