Recently my high tech spam filter, I mean, my LinkedIn account – invited me to begin a dialogue with a Recruiter who must have used high level data analytics in order to assemble a picture of my career trajectory and curtail a message to me with a high degree of personal relevance. And so it went:
Dear Marketing Blog Dr.
“We’re a globally recognized, boutique shop helping Amobee, Wochit, Persado, and scores of other disruptive companies scale out their organizations. Our client is looking for someone with a Digital Display & Video background on the senior side like yours. I’d like to get on your calendar for a brief introductory call if you have any interest in exploring new opportunities. We’ve been doing this for more than 20 years and we only see a situation like this once every 5 years or so. I look forward to connecting.”
AmobeeWho?? WochitHuh? PersadoWhat?
The first time I heard the word “Disruptive” I was in a client meeting. After a brief presentation, the faces in the room were bright, receptive and very quiet. The folks were waiting for the Head Client Services Guy to speak. Finally he did. “We need to present ideas that are…” he paused, as if about to say something profound.. ”Disruptive”. Everyone nodded in agreement. I mean, HOW COULD YOU DISAGREE WITH THAT? “Disruptive” – causing or tending to cause disruption; innovative or groundbreaking. Marketing is like in most businesses where disruption comes from systems and processes which uproot the status quo. But it’s Especially disruptive when it comes from a brilliantly creative ad; rare and serendipitous as they are.
The disruption in the Recruiters email refers to the former not the latter.
