Lessons from Marketing in the Round

I’ve known Gini Dietrich a long time – we first met and became good friends at Counselors Academy and over the years, I’ve watched her considerable writing and strategic communication talents propel her blog into a social media must-read and alter the course of her business.

She recently teamed up with Geoff Livingston to write a new book, Marketing in the Round, that presents a strong case for business transformation; that is the need to tear down the silos entrenched in most organizations and work collaboratively across all disciplines to market and build relationships for our brands (and ourselves). 

Gini was at Third Tuesday Ottawa and Toronto recently to present some of the ideas in the book and answer questions. Here’s the event Twitter feed on Storify. And she and Geoff Livingston had a conversation about it at Jugnoo’s Social Mix 2012.

If you didn’t get a chance to see either of them in person (and even if you did), you should read this book.

It’s well-written and SMART – that is Strategic and focusing on Measurable and Achievable objectives that are Realistic and Time-based.  It features actionable ideas, the pros and cons of making changes and, many useful tips that can be put into action by businesses large and small.

Here are my three key lessons from Marketing in the Round:

  1. Open the door and let everyone in: Don’t hoard your projects; instead adopt a more inclusive attitude.  You can start by listening – and then acting on what you hear, especially if it challenges your preconceived notions about the ways things should get done.
  2. Creativity and innovation never go out of style: It’s not about jumping on the latest bandwagon and hoping that’s enough.  You have to make it your own, surprise and delight and be committed to excellence. You also need to be open to change, not simply for the sake of change, but because it improves your customers’ experience and helps you reach your goals.
  3. Learn to count without using your fingers: Sure we’re marketers, communicators, sales and customer service people, but we need to understand simple math in order to evaluate results.  And we have to keep asking the tough questions in order to determine what’s working, what isn’t and when to shift direction.

Oh – and there’s a fourth lesson too. It’s all about your customers, knowing who they are and understanding their pain points and what you can do to help them.

If you’re a marketer, this book should be on your fall required reading list. It offers plenty of SMART advice, business savvy and a practical roadmap for departments to work together and create a new whole that’s far greater than the sum of its siloed parts.

About Martin Waxman

Martin Waxman is a digital, social media and communications strategist, content marketer, social media trainer and instructor and co-founder of three PR agencies. He blogs at myPALETTE and hosts the Inside PR podcast.


Love you, Martin! I really love seeing the different things people take away from the book. I'm sure you've experienced some of this, too. Sometimes you think, "Huh. We didn't meant that at all." And other times you think it's right on base. Your review falls into the latter, but I particularly like your definition in your first takeaway.