Why Company Values Matter and How to Use Them in Marketing

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Lindsey Christensen believes that the role of marketing goes far beyond that of making money. 

In this episode, she talks to me about how once companies define their values and missions, they should stay connected to them and promote them in their marketing. We also discuss the need for diversity and change within the tech industry.

With over 14 years of experience within the business, she is currently CMO of the design and development consultancy, thoughtbot.

Topics covered:

• What’s wrong with tech and the tech industry today
• Why diversity is the biggest issue in the tech industry
• Definition of company values and why they are important in marketing
• Doing research on a company's values before you start to work with them
• Selling yourself to a company and treating it as a marketing exercise
• Talking to customers to understand what they love about your company
• What to do if the company you work for isn’t sticking to their values
• What you stand for implies what you also stand against
• Not taking on projects or customers if it goes against your values
• Defining objectives, strategies, goals, and measures
• How to prioritize and pick the ideas and strategies that you want to use
• What Lindsey thinks marketers should do today to help them in the next five, 10, 50 years

Resources mentioned:

• thoughtbot
• Giant Robots Smashing Into Other Giant Robots
• Good Strategy, Bad Strategy - Richard Rumelt
• Katie Martell
• Wistia

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