ICROSSING POV:

HOW TO BE A MARKET MAKERWritten by David Deal, Vice President, Marketing, iCrossing

February 2013

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Do you aspire to be a successful marketer, or do you want to be a market maker ?You can be a successful marketer by executing all the marketing fundamentals professionally – launching websites that reflect your brand, responding to your customers, and being present on all the right social spaces. Market makers do all those activities, but they strive to do something else: inspire people to act, to believe, and to live their lives differently. Marketers sell things; market makers change the world. One type of market maker, known as a creator, inspires action by developing products and services that reflect a personal vision, as Steve Jobs and Body Shop founder Anita Roddick did. A second type, known as a catalyst, inspires by curating and sharing ideas of other people, as exemplified by the careers of venture capitalist Guy Kawasaki and Ahmet Ertegun, who founded Atlantic Records. But you don't need to unleash the iPad or be a best-selling author to be a market maker. You just need to develop traits such as having passion and a willingness to take some risk in your life. This point of view discusses inspirational market makers and shows you how you can act like one.

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"I found the inspiration to be a market maker from an unlikely source: Cornflakes with John Lennon..."

I found the inspiration to be a market maker from an unlikely source: Cornflakes with John Lennon, an episodic memoir written in 2009 by acclaimed rock critic Robert Hilburn. As he reflects on his career rubbing elbows with the likes of John Lennon and Bob Dylan, Hilburn explores the difference between a professional rock star and a true artist. Here is how Hilburn makes the distinction between professionals and artists:

Much of what we call popular music, whatever the specific genre,

results from hollow professionalism – the sound of musicians and record

producers pretty much working within the conventional boundaries of the

day, recycling whatever ideas and styles are most likely to sell records ...

The most extreme pretend pop is the whole American Idol phenomenon.

The memorable artists help us explore our emotions, either through their

intense originality or by looking bravely at their own deepest fears and

grandest dreams.

To be a true artist, he writes, "You need enormous talent, fierce ambition,

an original vision, and an unyielding toughness."

Substitute the phrase “market maker” for artist, and you get what I’m driving

at. I believe marketers can elevate themselves to the role of market maker by

bringing our own personal imprints to what we do. Steve Jobs, Guy Kawasaki,

Anita Roddick, and Ahmet Ertegun are four shining examples.

Artists Who Inspire

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Steve Jobs is the kind of market maker we might call a creator. Creators are directly involved in the development of products and services for a company. Creators have a vision for how the world should work and are bold enough to impose that vision on those around them through the products and services they develop.

By now Jobs's life is so well known it plays like the plot of a movie we've

all seen hundreds of times (and, of course, we'll soon be able to see a real

movie about him): his explosive early years at Apple, when his company introduced a new vision for fusing design, user

experience, and computing; the exile from Apple, when he founded the revolutionary Pixar Animation; and his glorious

second act as CEO of Apple, when the company completely disrupted industries ranging from music to telecommunications

by introducing wave upon wave of innovative mobile devices that changed how we consume content.

Throughout his storied career, Jobs, more than anyone, humanized technology. So great was his impact on popular

culture, that upon his death, his image graced the covers of publications ranging from The New Yorker to Rolling Stone.

Macs came along when personal computers were widely perceived as the province of a nerdy few. Apple did something

that still seems astounding: turned an impersonal computing device into something warm and desirable. (My family

still owns our clamshell iMac from the late 1990s – even though we don't use it anymore, we just love having it around

because with its sleek cover and aqua green finish, it looks like a piece of art. With the iPad, Apple essentially made a

computing device a natural extension of our sense of touch. The iPhone transformed the mobile phone from a boring

utility to a playful toy that we can't do without. In fact, half of all Americans now say we sleep next to our mobile phones.

And of course Apple helped disrupt the entire music industry through

iTunes and the iPod – liberating music from the limits of analog

and empowering consumers to make music part of their mobile

lifestyles. As Randy Lewis of the Los Angeles Times wrote,

"With Apple's iTunes and iPod, [Steve Jobs] revived the

single, put music libraries in fans' pockets and posed a

challenge to brick-and-mortar record stores and radio."

Record companies, betting on the long-term success of the

compact disc, failed to respond to how Apple was helping

to turn consumers from album aficionados to snackers

of individual digital downloads. The music industry is still

trying to catch up.

Jobs’s legacy at Apple is so astonishing that it's easy to

overlook what he accomplished by founding and developing

Pixar. Pixar would eventually do far more than create high-

quality blockbuster entertainment. Pixar changed movie making.

Pixar movies taught Hollywood how to gracefully fuse technology,

Creator: Steve Jobs

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humanity, and storytelling. The Pixar team created movies that somehow turned animated objects like toy cowboys into

fully realized characters injected with humanity. In doing so, Pixar made it cool for anyone to enjoy a family film: single gay

male urbanites, suburban parents, children, teens too self-consciously hip for Bambi – to name but a few demographics.

Pixar has touched. Pixar launched animated movies that children can enjoy again as fully-grown adults – and that adults

can enjoy for the first time without children in tow. By contrast, even Disney classics like Snow White and Pinocchio are

forever remembered as animated family movies that children appreciate the most.

Watch Steve Jobs deliver the 2005

Stanford commencement address >

As Brent Schlender wrote in a Fast Company recollection of Steve Jobs,

Pixar upended the entire business model of animation. Although Jobs's

contributions to Pixar were more financial than creative, the company

succeeded because Jobs recognized that at its core, Pixar is a content

company, not a creator of computer animation.

But market makers don't always bankroll visionary companies or launch new

products. As a onetime Apple employee named Guy Kawasaki demonstrates,

you can also influence behavior by acting as a catalyst for someone else's

creations.

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Guy Kawasaki is the market maker as catalyst. Catalysts make their mark by unearthing original ideas that someone else created and using their influence to expose those ideas to a broader audience.

Kawasaki taught everyday people how to become marketers. And now he's

acting as a sort of Stephen Covey or Dale Carnegie for the digital era by

showing marketers how to influence others by injecting everyday values

into their work. If you've ever Liked a Facebook page to support a brand,

contributed to a program like My Starbucks Idea, or given a shout-out to

your favorite restaurant on Yelp out of your sheer love for the place, you're practicing the kind of consumer evangelism

that Kawasaki helped popularize.

Kawasaki cut his teeth in the business world working for a jewelry company "counting diamonds and schlepping gold

jewelry around the world," as he told the New York Times. In the jewelry industry, he learned how to sell and "how to

take care of your customers." He would really make his mark from 1983 to 1987 when he joined Apple and became

chief evangelist for the Macintosh computer, a role that entailed him convincing technologists to write software for Mac

products and to convince others to start using Macs.

His mandate from Steve Jobs was, "Get me the best collection of

software in the personal computer business," as he would write

in Selling the Dream: How to Promote Your Product, Company, or

Ideas – and Make a Difference – Using Everyday Evangelism in 1991.

After Apple introduced the Macintosh via an iconic Super Bowl ad

in January 1984, "Initially many people condemned Macintosh and

Apple as losers," he wrote. "Macintosh didn't have software. It was

cute and easy to use but flaccid. It was a joke computer from a joke

company." Kawasaki's job (and that of the evangelists who preceded

him) was to popularize the Macintosh. Here's how he did it:

The software evangelists did more than convince developers to write Macintosh software. They sold the Macintosh

Dream. The software developers who bought into the Dream (and only some did) created products that changed

Macintosh's principal weakness – a lack of software – into its greatest strength – the best collection of software for

any personal computer.

When IBM attempted to unseat Apple with its PCjr personal computer, IBM failed miserably. According to Kawasaki, IBM

failed because it sold a product, whereas Apple "evangelized a dream of improving people's productivity and creativity."

Catalyst: Guy Kawasaki

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As Kawasaki is the first to tell you, he did not create the title of marketing evangelist. (The title existed before he joined

Apple.) But he certainly defined evangelism through practical application, and in doing so he learned the difference between

evangelism and sales. He would later make the distinction this way: "Sales is rooted in what's good for me. Evangelism

is rooted in what's good for you." And Apple's success, rooted in a loyal following among passionate user groups, was a

testament to his work.

Kawasaki became a public figure after he started teaching others about the art of evangelism by speaking, and writing

best-selling books such as the aforementioned Selling the Dream, in which he put a stake in the ground by defining

evangelism in ambitious terms:

Watch Guy Kawasaki discuss the art

of enchantment >

Evangelism is the process of convincing people to believe in your

product or idea as much as you do. It means selling your dream by

using fervor, zeal, guts, and cunning.

He was an early adopter of digital, using a popular blog, How to Change the

World, as a launching pad to build a brand via social media (although he would

later turn his attention away from blogging and focus on using platforms like

Google Plus and Twitter to share content via social media).

Throughout his career, Kawasaki has epitomized the role of idea curator. As

a founding member of Garage Ventures, he's seeded start-ups. He launched

Alltop, an online newsstand that curates best social media and news on the

web. If idea curators are "the new superheros of the Web" in the words of Fast

Company, then surely he's the first of the great superheroes. Here's how he

describes his role in his ebook, What the Plus: Google+ for the Rest of Us:

By necessity I became a curator, which means that I find good stuff

and point people to it. Curating is a valuable skill because there is an

abundance of good content but many people don’t have the time to

find it. The best curators find things before anyone else does.

This is not to say that as a curator, Kawasaki lacks a personal vision. In his

latest book, Enchantment, he articulates a clear vision for how marketers

can build enduring relationships through our personal values and behavior.

As I wrote when I reviewed Enchantment in 2011, Guy wants marketers and

entrepreneurs to aspire for something more ambitious: changing the world

one person at a time through behavioral attributes such as trustworthiness

and likability. In other words, being a marketing evangelist starts with building

personal trust and treating other people with respect. Focus on values and

the great marketing and communication skills will follow. For instance,

communicating with clarity and brevity is not just good marketing but also

reflects deeper values of respecting other people and their time.

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Guy's personal appeal even influences his two most recent books What the

Plus and APE: How to Publish a Book. What the Plus is ostensibly an in-depth

look at the Google Plus social media platform, but he really offers a manifesto

for people to treat each other with respect on social media. He urges people

to treat their social sites as their homes and respect the sites of others as

well. APE, published in December 2012, is a guide to self-publishing, and

as you might expect, the book contains in-depth tips for how to write, edit,

design, and market a book. But whereas some pundits might focus on the

mechanics of self-publishing and marketing, Kawasaki also discusses the

importance of an author's personal behavior as a factor in helping a book

succeed. In a chapter that describes how to build a personal brand, he and

co-author Shawn Welch write, "Likeability is the second pillar of a personal

brand. Jerks seldom build great brands."

He goes on to write, "If you want people to like you, you have to like them

first. This means accepting people no matter their race, creed, net worth,

religion, gender, politics, sexual orientation, or your perception of their level

of intelligence. It means not imposing your values on others."

Kawasaki is like a Trojan Horse: you read his ideas expecting to become a

better marketer, and then he slips in thoughtful advice about how to be a

better person. He does so with credibility because he links personal likeability

and values to successful marketing.

By celebrating and promoting the talents of those around him, Guy Kawasaki

is an evangelist in more ways than one.

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A Creator as Crusader: Anita RoddickWhenever I buy a package of Archer Farms Fair Trade Tierra Del Sol

at Target, I sense Anita Roddick smiling from above. Like Steve Jobs,

the founder of the Body Shop falls in the creator category of market

making because she was directly involved in the development of a

product. But it's not her products that changed us – it was the way

she inspired consumers to buy with a conscience. With her staunch

support of fair trade and opposition to animal testing on cosmetics, she showed the world that a business

could do good and make money at the same time. When she died of Hepatitis C in 2007, Michael McCarthy

of The Independent wrote, "She did, indeed, change profoundly the way we look at the world, by changing

the way we looked at business, and seeing the scale of what that could do."

Roddick was born in a bomb shelter in England during World War II, and before

founding the Body Shop lived a free-spirited life of social activism and world

travel. She originally trained as a teacher at Bath College of Higher Education until

she "hit the hippie trail" of world travel, where she got exposure to Third World

economies and living conditions. She considered herself a social activist when

she met and married Gordon Roddick, a Scottish poet, who became her business

partner on ventures including the shaky operation of a restaurant. Her life changed

dramatically in 1976 when her husband decided to take a few years off to ride a

horse from Buenos Aires to New York.

She launched the Body Shop

in London to help support her

family while her husband was on his quixotic adventure. Her cosmetics

store was launched on a shoestring budget with zero advertising. Her vision

was to sell quality skin-care products made out of natural ingredients and

packaged in refillable containers – without the condescending hype that

characterized cosmetics (especially for women).

From the start, she embedded social responsibility into the Body Shop's

business charter. She refused to sell products that were tested on animals,

going against a standard practice of animal testing in the 1970s. And here's where she demonstrated a stroke of marketing

genius: because she lacked a marketing budget, she used her anti-animal testing stance as a way to generate PR for her

store. In doing so, she quickly developed a base of customers who agreed with her views. "Her cruelty-free cosmetics sold

like hot cakes," wrote McCarthy in The Independent. "She may have stumbled upon the notion of ethical consumerism, but

she made two discoveries about it: it was great for business, and it could enable business to change society."

Watch Anita Roddick tell her

inspirational story >

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As the Body Shop grew in popularity – expanding to 20 locations in Europe and Asia by 1984 – so did the scale of her social

campaigning. In 1985, she used shop windows of her stores to promote the Greenpeace Save the Whales movement –

"the first explicit tie-in between products and causes," according to The Guardian. She and the Body Shop actively lobbied

against animal testing in other businesses, which led to the banning of testing of cosmetics on animals in Britain in 1997

(and across Europe after her death).

Her adoption of fair trade practices was nothing short of revolutionary. Instead

of buying her cosmetics ingredients at the lowest prices possible from the

commodities markets, she sourced raw products from exporters from developing

countries in order to promote their economic growth. For instance, after visiting

local farms in Nicaragua in 1998, she started importing sesame seed oil from 130

farmers in Achupa, Nicaragua, which helped the town rebuild from Hurricane

Mitch. After she learned about Amazonian tribes protesting against a hydroelectric

project that would have flooded their lands, she agreed to buy Brazil nuts (used

to make moisturizers and conditioners), which created revenue that the tribes

needed to protect their lands.

Had Roddick been performing pure acts of charity in her trade practices, the Body Shop would have become a charming

story about doing good but nothing more. The reason her fair trade practices spread to other businesses is that the Body

Shop flourished because of them. Because Roddick cleverly and loudly drew attention to her practices, she attracted

consumers who felt that buying her products contributed to a greater good. Owning a Body Shop skin moisturizer meant

helping to protect a rainforest in Brazil.

Eventually, so many businesses would become interested in fair

trade practices that a Fairtrade International Organization would arise

in order to secure better deals for farmers and workers and certify

businesses that follow fair trade practices. What's more, Roddick

made it not just acceptable but desirable for companies ranging

from Ben & Jerry's to Starbucks to espouse practices of corporate

social responsibility as part of their business growth models. Today

her spirit lives on through the growth of the B Corps movement in

the United States, through which corporations such as Patagonia are

certified for adhering to best practices in corporate accountability.

For instance, one of the reasons Ben & Jerry's was certified as a B

Corp member is that the company devotes nearly half of its cost of

goods sold to helping smaller suppliers.

The Body Shop would eventually expand to more than 2,600 locations globally and generate about $1 billion in annual

revenue, and Roddick remained a passionate activist to her last days. After being diagnosed with hepatitis C in 2004, she

became an active lobbyist for public funding to stop the disease – which was just one of many causes she championed.

Guy Kawasaki would characterize her as "the quintessential evangelist" – selling not just a product, but also a dream for

making the world better.

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The Catalyst as Taste Maker: Ahmet ErtegunWhat do you have on your Spotify playlist right now? Chances

are that Ahmet Ertegun had a hand influencing the music you've

chosen. As founder and president of Atlantic Records, Ertegun

signed and nurtured musicians who shaped the sound of modern

popular music, ranging from Ray Charles to Led Zeppelin. I initially

thought of him as a catalyst when I began researching this white

paper. But in fact, He is a most fascinating mix of catalyst and creator. He had enough musical talent to

write one of the first hits recorded by Ray Charles, "Mess Around," which was important to the development

of modern soul, and he was in the studio singing and helping to produce the song "Shake, Rattle, and Roll,"

an enormously important song that helped launch modern rock. But he himself understood that his real

talent was not being a musician but finding and developing them.

The son of the Republic of Turkey's first ambassador to the United States, Ertegun

developed a passion for jazz early on, assembling a huge collection of jazz records and

traveling to Harlem and New Orleans (something sons of ambassadors in the 1940s just

did not do) to find musicians he discovered on wax. In 1947, he founded Atlantic Records

with Herb Abramson. He had zero business experience but possessed passion and

determination to uncover great music. Robert Greenfield's eminently readable biography of

Ertegun, The Last Sultan, recounts how in the early days of Atlantic Records, Ertegun and

his business partner borrowed a car and crisscrossed the "crowded, smoke-filled juke joints

and roadside honky-tonks in the Deep South where the smell of spilled whiskey and beer

and the overwhelming funk of sweating bodies on the dance floor made it hard even to breathe." They trudged through

muddy fields to segregated sections of town to uncover musicians like Blind Willie McTell, Professor Longhair, and Ruth

Brown. They developed a network of scouts in clubs and concert halls in major cities, too.

One of his artists was Ray Charles, who, under Ertegun's tutelage in 1953, launched

the genre of music we now know as soul through his song, "I Got a Woman." During

that pivotal year, Ertegun and Jerry Wexler helped an artist named Big Joe Turner cut

a song, "Shake, Rattle, and Roll," that is generally regarded as the precursor of rock.

Writes Greenfield, "In the short space of six months, Atlantic had released two songs

that would define the future of the record business in America. 'Shake, Rattle and Roll'

helped begin rock and roll. 'I Got a Woman' established soul.” Atlantic, under Ertegun's

leadership, played a phenomenal role in desegregating American popular music.

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Throughout his career, Ertegun would have an active hand in developing and promoting the careers of musical giants

across several genres. In the 1970s, Atlantic rescued the Rolling Stones from the brink of financial bankruptcy and

elevated the band to mainstream cultural icons. His personal commitment to Led Zeppelin – not only signing them to

Atlantic but hanging out with the band all night amid post-concert backstage debauchery – helped propel a band that

dominated and influenced modern hard rock. When he died after tripping and hitting his head backstage at a Rolling

Stones concert in 2006, his loss was so widely felt in the music world that Led Zeppelin eventually reunited after 25 years

to play a benefit concert in his honor.

Watch Ahmet Ertegun's

induction into the Rock and Roll

Hall of Fame in 1987 >

Ahmet Ertegun's greatest gift to music was his eye for talent and the will to

mold that talent into wildly popular music that broke through different genres.

He and legendary Atlantic Records producer Jerry Wexler "could hear the

talent in its rawest form before even the talent knew what it wanted to do."

But he did more than find talent – he shaped it. He played the music of Bessie

Smith and Ma Rainey for Ruth Brown to teach her blues and develop her

singing style. He actively collaborated with Ray Charles in the studio in 1953

and pushed him until Charles found his break-through with "I Got a Woman."

An important distinction needs to be made: he was not a tastemaker or

molder of talent just because he loved music and he wanted to make a ton

of money (although music and the creature comforts that come with wealth

were important to him): he loved his artists. As Neil Young said at a tribute

to Ertegun held in 2007: "Ahmet was our man. I just hope today's musicians

have someone like Ahmet taking care of them."

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The Five Traits of Market MakersA Turkish jazz freak who launched the world's most memorable recording artists. A globe-trotting hippie who

taught big business how to do good for the world. A visionary who humanized technology. And a passionate

venture capitalist who has energized everyday people to become evangelists. What do they all have in common?

Five traits stand out – traits that any of us can cultivate: passion, having a personal north star, an ability to

surround themselves with talent, personal eclecticism, and risk taking.

PassionSteve Jobs best exemplifies a trait common to all market marketers: a burning passion.

Steve Jobs "put passion into products," noted James B. Stewart in one of the many

heart-felt tributes to Jobs written in the aftermath of his death in 2011. In his acclaimed

biography, Steve Jobs, Walter Isaacson describes the moment when Jobs unveiled

iTunes to jazz trumpeter Wynton Marsalis, who turned out to be an indifferent audience:

"Watch what it can do!" Jobs kept insisting when Marsalis's attention would wander. "See

how the interface works." Marsalis later recalled, "I don't care much about computers,

and kept telling him so, but he goes on for two hours. He was a man possessed. After a

while, I started looking at him and not the computer, because I was so fascinated with

his passion."

Isaacson also recounts the time Jobs decided to make a major overhaul to the design of the iPhone as the project neared

completion, telling designer Jonathan Ive that "'I didn't sleep last night because I realized that I just don't love it' ... Ive, to his

dismay, instantly realized Jobs was right."

In fact, Jobs expressed his passion for design in every aspect of his life. He personally supervised the construction of an old-

fashioned brick factory-style building for Pixar, and according to Brent Schlender, if the colors of the custom-made bricks

were not distributed evenly enough, Jobs made the bricklayers tear apart the bricks and start over. (But those exacting

standards also had a down side. When people failed to live up to what he wanted, he could be brutal and insufferable, as you

can read in Ben Austin's Wired August 2012 cover piece, "Do You Really Want to Be Like Steve Jobs?".)

All the market makers profiled in this white paper demonstrate passion. Anita Roddick, founder of the Body Shop, was

passionate about human rights, and, in particular, women's rights. The entire premise behind the Body Shop was selling

cosmetics without sexism and eschewing the cult of youth. Guy Kawasaki is passionate about injecting enchanting values

and practices in the work place – and if you've ever worked with him, you know he has an equally strong zeal for clear, simple

communication. Ahmet Ertegun, co-founder of Atlantic Records, was so passionate about music that he sometimes lived in

the studio with the artists on his label.

A Strong North StarAll market makers possess a strong north star – a raison d'être, or a reason for being. In other words, they all stand for

something. Steve Jobs stands for brilliant design and innovation. Guy Kawasaki stands for consumer evangelism. Anita

Roddick symbolizes ethical consumerism. Ahmet Ertegun is the consummate music man (by contrast, music impresario

David Geffen was renown more for his business acumen when he created Asylum Records and Geffen Records in the 1970s).

Sometimes the raison d'être takes time to reveal itself, which was certainly true of Guy Kawasaki. "I was never told, 'OK, you

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go get XYZ to write software, and they in turn will get more customers to buy your software and buy Macs'," he said in an

interview with Jackie Huba and Ben McConnell. "We never thought it through that much. That's what happened, but that was

not the plan." Similarly, Anita Roddick once famously said about the early days of the Body Shop, "We recycled everything,

not because we were environmentally friendly but because we didn't have enough bottles. It was a good idea. What was

unique about it, with no intent at all, no marketing nous, was that it translated across cultures, across geographical barriers

and social structures. It wasn't a sophisticated plan, it just happened like that."

By contrast, Jobs and Ertegun seemingly revealed from Day One, long before they even became famous. But all four of our

market makers have made their marks.

An Ability to Surround Yourself with TalentGuy Kawasaki exemplifies another trait common to market makers: they surround

themselves with talent. Consider Enchantment: in each chapter, he invites guest

authors to provide their own personal stories of enchanted marketing, which

makes his book more collaborative and genuine. Similarly, What the Plus! relies

on guest authors for some key chapters. Similarly, Steve Jobs was surrounded by

enormous talent, people who became famous in their own right – superstars like

John Lasseter at Pixar, Jonathan Ive at Apple, and Guy Kawasaki himself. Atlantic

Records succeeded not because of Ahmet Ertegun alone, but because of Ertegun and visionaries like Jerry Wexler, Tom

Dowd, and Herb Abramson. Anita Roddick might have been the face of the Body Shop, but the brand would not have

succeeded without the talents of its anonymous network of franchise operators.

Living an Eclectic LifeAnita Roddick personifies a third major characteristic of market makers: they are

eclectic people with many interests beyond their careers. She was a world traveler,

environmentalist, and activist long before the Body Shop came along, and she remained

actively involved in many causes such as Children on the Edge, an organization she

founded. Guy Kawasaki is a successful writer, speaker, and venture capitalist – oh, and

an active family man and a self-described hockey addict. The clean and simple design of

Apple's legendary products reflected Steve Jobs's personal interests in Buddhism, and

iTunes was a direct reflection of his love of music. Ahmet Ertegun was one of the founders of the New York Cosmos soccer

team when he wasn't busy running Atlantic Records. The success of market makers in business reflects a natural curiosity to

learn and experience the world around them.

Taking RisksAhmet Ertegun was a market maker in the truest sense of the word. He was also a risk taker –

and a willingness to take risks is the fourth major attribute of market makers. Market makers are

willing to try and fail. Founding a pop record company in the 1940s was in fact an enormous risk:

there were no rules, no best practices, and no mentors from which to learn. When Ertegun and his

business partners attempted to get the business off the ground in its early days, Ertegun nearly

went broke, and Atlantic nearly went out of business. And we all know about the risks that Steve

Jobs took, not all of which worked, such as the NeXT. The Body Shop had no reason to succeed:

Anita Roddick had zero business experience and was taking on a well-entrenched industry. Guy

Kawasaki left the comforts of Apple to essentially create his own brand. Their willingness to risk

reflects their ability to dream.

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How You Can Be a Market MakerYou can inject the spirit of the market maker in your own job, every day, by finding ways to challenge people to think differently and, as Guy Kawasaki implores, make their lives better. Here are four ways:

1. Get involved in product developmentInserting yourself in product (or service) development means more than creating the right message or marketing program to

execute. I mean actually getting involved in the process of developing the product or service: doing the research into the wants

and needs of the customer and asking bold questions such as, How can we truly make a difference in our customer's life?

Tools exist to help you do so – for instance, user personas, popularized by Forrester Research to help you create customer

profiles, or linguistic profiles, created by iCrossing to understand consumer wants and needs based on their search needs.

Becoming the owner of audience insight inside your organization (or business unit, or department) is key. It does not matter

whether you sell ice cream cones or professional services: you can find a way to influence people – to really have an impact

on their lives – starting with understanding your audience and figuring out how to make their lives better.

2. Be a thought leaderAnother effective way to be a marketer maker is to become a publisher of your own vision, which is what thought leadership

is all about.

The explosion of social publishing platforms – Wordpress and Tumblr, to name a few – make it possible for you to create your

own imprint with practically zero barrier to entry. (Blogging is the route I've chosen.) If you don't fancy yourself a writer, then

express your vision with sight and sound – that's why Instagram, Pinterest, and YouTube exist.

You can also work through your employer's own social media and thought leadership

programs – and I assume any enlightened company has one now. Contribute to your

company blog and let your community manager handle the heavy lifting. Nominate

yourself as a speaker for SXSW and other events.

Embracing the role of thought leader means being bold enough to leave a personal

imprint on everything you do through your vision and ideas, even when you are not

publishing white papers or delivering speeches. For instance, years ago, I was in

charge of creating the agenda and managing a meeting of creative account teams

for a services firm. Running an event is a hard job, but you can wield enormous influence through the role. For me, exerting

influence meant shaking up the agenda by bringing in successful producer and musician Dave Stewart to appear. The choice

of Dave Stewart reflected my personal belief that creativity and fresh ideas were shaping the future of digital advertising. In

a session that was jarring, shocking, and never boring, Stewart showed everyone in the audience what the creative process

looks like from the inside out and challenged everyone in the room to think differently about their jobs.

Dave Stewart was the kind of speaker who creates discomfort. The staid marketers and even the more forward-thinking

creative types listened in stunned silence at times as Dave shared with us some of the more controversial work he's done. I

knew I was on to something with Dave after the presentation when attendees walked up to me and almost unanimously said,

"He made me think." A market maker should provide an experience that makes you think.

16© ICROSSING, INC., A HEARST COMPANY. ALL RIGHTS RESERVED.

3. Be a social catalystIf you flat-out lack the time and energy to be a thought leader,

then you can still play the role of catalyst by empowering other

people – your fellow employees – to inject fresh ideas in your

company. Social media has given rise to a new era of employee

empowerment. You can become a powerful catalyst by helping

your employees to unleash their ideas as Guy Kawasaki does.

Even with the advent of social media, most major companies view

branding as the province of the top executives and the marketing

team, never to be really trusted in the hands of rank-and-file

employees. But as Josh Bernoff of Forrester Research wrote in his

book Empowered, companies like Best Buy are waking up to the power of their own employees to represent their brands and

are giving them tools to do it. Among the best corporate social catalysts are Intel's Ekaterina Walter and Ford's Scott Monty,

who have used their positions as social evangelists to open up the cultures of the companies they represent. (That's exactly

what I've been asked to do at iCrossing, and as I explained to PSFK in 2011, I'm excited and energized to be playing a role

in the change occurring across many industries.)

Being a social catalyst is not a mysterious process. Again, tools exist to help you – such as social media guidelines and

strategies (which you should assign yourself to create). Many of those tools can be found for free across the social world.

For instance, here is a link to iCrossing's. And here are 200 more from other organizations. Go ahead. Download and adapt

them for your needs.

4. Have a north starWhat do you stand for – better yet, what do you want to stand for personally? Great

leadership? Innovation? The most creative idea person anyone has ever seen? Having a

north star is often known as personal branding.

My personal brand comes down to the power of writing. My job has many facets –

developing relationships with influencers, social media, managing a relationship with one

of the world's great music moguls, and creating thought leadership among them – but

when I die, I want to be remembered for being passionate about writing. I live for writing

like no other part of my job. And I make it a priority to help everyone I work with become

better writers. If I can help you be a better writer, I'm having an impact on you that goes

beyond selling a product or service.

Having a personal north star is not the same as being a social catalyst or thought leader.

Steve Jobs believed in the power of elegant, simple design. He imposed his beliefs by

building and running companies, not by publishing books or writing social media guidelines. But not everyone is Steve Jobs.

You and I can make our north stars shine more brightly when we embrace thought leadership and empower others to unleash

their ideas.

Your personal brand can be aligned with your corporate brand. iCrossing CMO Tari Haro embraces "connectedness"

(developing close relationships with others) as both her personal mission and iCrossing's. "I believe in the power of

connectedness," she states simply on the iCrossing website. What is your north star?

17© ICROSSING, INC., A HEARST COMPANY. ALL RIGHTS RESERVED.

Market Makers Hall of Fame

Jeff BezosHas completely disrupted industries ranging from retailing to publishing

Ahmet ErtegunInfluenced the face of popular music

Phil Knight"Just Do It" made personal achievement cool for everyone; helped launch modern-day cult of sports celebrity

Anita RoddickLaunched capitalism with a conscience

Sir Richard BransonAnyone who can make flying on an airplane sexy belongs on this list

Steve JobsEmbedded technology in just about every aspect of our lives

MadonnaShaped the look and style of the MTV Generation – and constantly reinvents herself

Oprah WinfreyHer Book Club was the ultimate taste maker

Walt DisneyInvented family entertainment

Guy KawasakiHelped turn consumers into marketers

Jim MurphyMade technology sexy to CMOs

Mark ZuckerbergHas helped redefined how we socialize

18© ICROSSING, INC., A HEARST COMPANY. ALL RIGHTS RESERVED.

Find Your GodsI encourage you read Corn Flakes with John Lennon, but if you lack the time, at least review the section, "Some of the

Superficial Artists," where Hilburn discusses Bob Dylan's three ways of categorizing artists: "the natural performer, who does

the best they can within their limits onstage; the superficial performer, who shouldn't be on stage in the first place because

they've got nothing original to tell you; and the supernatural artist, who, in Bob's words, 'is the kind that digs deep and the

deeper they go, the more gods they'll find.'"

You can be an outstanding professional and remain squarely in the realm of the superficial for the rest of your life. Or you can

develop a personal vision and commitment to change other people. You can be a market maker.

The choice is yours.