Marketers need to show balls again. That was the theme of Prof. Dr. Henry Robben of Nyenrode Business University. Especially in today’s rapidly changing world where competition is fiercer than ever before and customers will never settle for a mediocre product or service again.

Marketing is not just a function or a department, no, marketing is a discipline that must be integrated throughout the company to really make a difference. Real marketing is about adding value to your business by adding value to customers. But how do you do this? How can you make this happen? Using the OMR mindset, Discover – Manage – Respect, Henry presented the nine behavioral traits that marketers must possess to stand out, regardless of the content and position of the marketing role in organizations.

The bottom line is that you need to make sure you are on the “Bright Side” as a marketer. The nine behavioral characteristics you need to meet were easy for attendees to test. What do I need to change about myself and my team to actually show balls?

During the second part, attendees presented their own leadership issues with possible answers. These were then “roasted” by Henry and the attendees to arrive at the ultimate solution. Over drinks, there was plenty of laughter and further discussion about this valuable and enjoyable session.

Those who missed it, or just want to be stimulated once again by this story, can buy the book “Marketing with Balls” by Henry Robben and Rudy Moenaert.

Hope to see you at the next session on December 11 on “Societal impact by brands” by Peter Heshof and Marja Vermeulen.

by Willem van Wijk