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I was recently doing some research for work and I stumbled upon the 12 step programs, particularly that of Alcoholics Anonymous. As I read through the steps I started thinking about where marketing is today. Marketing has a problem, and perhaps the best first step is admitting it. So in the spirit of the AA 12 step program, here's a version for marketers.
I'll refine this going forward, but I would imagine that a marketer who could answer affirmatively to all these questions would be in pretty good shape (or at least headed in the right direction). I guess that makes us consultants 'sponsors' now.
Note: All credit for the AA 12 Step program goes to A. A. World Services.
Brilliant! Marketing is an "outside-in" process, not the other way. This 12-step "program" would be also beneficial to a great number of that crop of marketing practitioners fresh out of the school.
Definitely Digg-worthy article.
Apolinaras "Apollo" Sinkevicius
www.apsinkus.com
With all due respect, please go back and re-read the original steps 2-4 and take note of one very big, VERY BIG, element you chose to leave out -- the spiritual. Are you sure you want to mess with this in the name of marketing?
Apolinaras, thanks for the comments. I thought it might be a helpful awakening to marketing processes that don't work.
Anonymous, I definitely struggled with the point you make. It's very obvious that the spiritual component to the AA 12 steps is crucial to it's success. I certainly didn't want to convey any negative feelings towards AA by doing this. Instead, I considered using three different dimensions: transactional, behavioral, and philosophical. While philosophy isn't exactly equivalent to spirituality, it felt more appropriate. Overall, no offense intended.
Full of salient points. Don't stop believing or wirtnig!
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