Raphael Bossek
Aug 8, 2017 · 1 min read

We do not need a new Job Manager role. It’s all about Marketing as defined by Kotler (http://www.kotlermarketing.com/phil_questions.shtml):

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.

Identifying unfulfilled needs and desires is an important task, maybe the most important if you what to be innovative, in sense of being successful with a new approach. Jonny Schneider explains it as “Three mindsets of product development” what we are looking for to gain importance as an organization (https://www.mindtheproduct.com/2017/09/understanding-design-thinking-lean-agile-work-together/):

Credits: Jonny Schneider (2017): Understanding how Design Thinking, Lean and Agile Work Together

As McElroy explained in his memo (http://cdn02.mindtheproduct.com/wp-content/uploads/2015/10/McElroyBrandMan.pdf), there are additional tasks needed to be done in order to make a brand (= represents homogenous customer needs) meaningful.

Do not make the error to understand Marketing as Marketing Communications which exists nowadays in enterprises. They are called Marketing, but are more Marketing Communications.

Worthwhile reading is Effective Marketing + Product Partnership, by Ada Chen Rekhi.

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