The Digital Marketer by Larry Weber & Lisa Leslie Henderson

Author:Larry Weber & Lisa Leslie Henderson
Language: eng
Format: epub
ISBN: 9781118760819
Publisher: Wiley
Published: 2014-04-28T00:00:00+00:00

Nothing Happens without Desire

Many things contributed to the formation of Larry's first company, the Weber Group. A background in English literature, a terrific wife, supportive clients, a booming new industry, and some measure of talent top the list. Even with all these resources in place, without the desire to unearth, develop, and tell companies' stories, the Weber Group would never have come to be. It turns out that desire is a common reason that entrepreneurs start something. They want to.

Desire is essential to innovation. When desire is present, there is motivation, persistence, and creativity; new ideas are brought to life. In the absence of desire, odds are nothing will happen. It remains all talk, no action.

Schlesinger and Kiefer draw an important distinction between desire and passion. Desire is a wish for something; passion, on the other hand, is a strong and barely controllable emotion. Most entrepreneurs do not have a strong and barely controllable emotion about their business idea upfront. Indeed, if they had, it may have created blind spots that would have been destructive. What they have is inspiration, a desire to act, to create something. As they progress, proving their idea, desire often morphs into a useful, ground-in-truth passion.

What do these findings about entrepreneurs and desire imply for marketers? For us as individuals, it is a prompt for self-assessment: Do I have energy for what I am doing? If not, it may be a good time to get to work identifying where our desire lies. If we are lucky enough to be doing what we want to be doing, then our task is to continue to harness that desire and to inspire others to share the fun.

Facebook understands the power of desire in bringing out the best in its employees. In a recent New York Times article, Sheryl Sandberg, COO of Facebook, commented on the correlation between the success of a company and the number of employees who responded positively when asked, “Do you have the opportunity to do what you do best every day?” In terms of applying this metric to life at Facebook, Sandberg said, “We focus on what people's natural strengths are and spend our management time trying to figure out ways for them to use those strengths every day.”23

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