What marketers can learn from Go Back to Where You Came From
In this opinion piece Kevin Fitzsimons argues SBS documentary Go Back to Where You Came From demonstrates how people will accept ideas more readily when they are shown them.
‘People don’t do conceptual,’ was one of the best pieces of advice I received early on in my marketing career.
It took a while for me to grasp the value of the advice and even longer to apply it.
My resistance stemmed from a stubborn, perhaps naive belief that one should be able to persuade others with the power of ideas alone; that the people around the table had sufficient imagination to take the germ of what could be a successful project, and share my faith and confidence to see it complete.
Of course, even if the above is true, the challenge for those who seek change is how to apply the lessons when one doesn’t have a big budget TV show at your disposal. Nevertheless, I suspect it is broadcast channels – YouTube, Periscope to mention two – where attention should apply.
Brilliant piece, Kevin. A good lesson in communication, I for one have heeded this!
Nice point you make Kevin but my change of heart was slightly more complex than that.
hey there 😀
Hi Andrew, thank you for responding. I’ve now read your powerful piece (a must read) in Fairfax on 30/7 – so yes, excuse my oversimplification. More generally, I add my name to those who applaud your bravery in doing the show and your honesty and self-awareness in it and since. I hope you continue to play a role in this debate.
Andrew was right the first time.