“Leadership is scarce because few people are willing to go through the discomfort required to lead.”
- Seth Godin
We are living in very exciting times. The dynamics between marketers and consumers are changing more rapidly than ever before. Gone are the days when we push down our message to our target audiences – whether it’s advertising, news, or even a simple movie review. One-way marketing is now as ancient as the yellow pages. To succeed as marketers, we must take a cue and throw out the phonebook.
Our consumers now have the means and the channels to express their views about the products we are marketing. There are now a multitude of opportunities for ongoing conversations between seller and buyer, taking the form of customer reviews, recommendations, blogs or simple message posts. This is a good thing.
It takes courage and more importantly, leadership, to be able to adapt to, and embrace such sweeping changes. Leaders will recognize the situation, take risks and explore new ideas… sometimes failing, but always trying. I strive to live and work in this way.
This website is a reflection of 20 years of dedicated work in the field of marketing. I have personal involvement in all the projects and items found in this site, but I also want to stress that I had the fortunate opportunity to work with amazing talent throughout my career – mentors, creative pros and ad agencies, as well as the marketing professionals I have hired, trained and worked with over the years.
I encourage you to look around and enjoy this site. Hopefully, it will provide inspiration for your next project or even spark an idea. Or perhaps we’ll have an opportunity to work together in the future. If so, I guarantee you will receive the same dedication, passion and creativity that I've demonstrated throughout my career. It’s about leadership after all.
Best,
Israel
