Marketing from the Heart

There are two types of categories in which I can classify subjects – Logical and Emotional. As I come from an undergraduate university that allowed student to have bi-majors (double concentration), I noticed that majority of the people surrounding me focused on Finance and Accounting.

Well, the equation was pretty straight forward – we all knew that a bank job or a stamp from one of the Big fours obviously meant faster growth and more money. The struggling engineers and architects from the science and engineering departments hated us anyway for putting in a fraction of amount of work as them, when by the end of the day we all were working towards a bachelor’s degree regardless of the concentration.

To be honest, I don’t blame them, we used to actually feel sorry when at 11:00pm we’d be out chatting in the café while they in the laboratory tried to figure out why methane smelled so bad!

Subjects such as Finance, Engineering or even Economics are more ‘logical’ subjects, however to excel in a field like marketing or psychology, what pays off is being an ‘emotional’ thinker. Assets will always be equal to liabilities plus capital; you can turn the world upside down but this equation wouldn’t change. But there is always a new idea hidden in the dark corners of your brain, yet to be discovered, an idea that will sweep-off the customers at the next product launch. There is always a new formula for a new event in marketing and do you know what’s the best part? – you’ll never be 100% sure of what works. You’ll have to go with what ‘feels’ right at that time; for that target audience; in that moment; for that purpose.

You can be quite sure that you’re a good Accountant by knowing why Working Capital goes under balance sheet, because there is a ‘logic’ behind it. As for those of you out there who decided to go for a degree and career in marketing, and really want to excel in it, your brain will not be the only organ that will guide your daily work decisions.