On this episode of Lochhead on Marketing, we have a very special episode with one of my favorite marketers, Ryan Alford. Ryan Alford runs a digital marketing agency called Radical Marketing. He also has a great marketing podcast that I've been stoked to be a guest on called The Radcast, which is a top 25 Business and Marketing podcast. He's just one of those guys I like talking about marketing with. Today, we are going to talk about how to have a legendary marketing career. We also talk about why it is that many people in Marketing don't view what they do as a craft that they're working on their whole lives, and what happens when you do so. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Ryan Alford on Marketing Careers and Current Industry Trends Christopher and Ryan discuss the appeal of marketing careers, especially for younger individuals. Ryan, with 20 years of experience, emphasizes the importance of creative thinking and adaptation in the face of industry changes like AI. He believes marketing offers opportunities for innovation and creativity, essential for standing out amidst a crowded field. Christopher adds that many marketers don't view their work as a craft, but rather as a job or set of skills, contrasting it with master surfboard shaping. Ryan, drawing on his own experience, sees marketing as a craft that requires honing skills over time, akin to his father's craftsmanship. Both agree that when you love what you do, it doesn't feel like work. Ryan Alford on Marketing Skills and Adapting to Platform Changes The two then discuss the evolving landscape of marketing skills and the need for adaptability. They highlight the importance of curiosity, continuous learning, and embracing change in navigating the industry's shifts. With the proliferation of digital platforms, they emphasize the challenge of staying updated and the risk of relying too heavily on platforms beyond marketers' control. Despite these challenges, they underscore the enduring power of innovative ideas to capture attention and drive success. Christopher also cautions against shallow tactics focused solely on grabbing attention without meaningful content, using the wind feather in car dealerships and mall entrances as an example. They advocate for a balance between leveraging new platforms and maintaining focus on substantive messaging to achieve marketing goals effectively. Ryan Alford on Marketing Strategies and Generating Outcome Christopher and Ryan discuss the importance of marketing strategies producing meaningful outcomes rather than mere attention-grabbing tactics. They emphasize the necessity of tying marketing efforts to revenue generation, highlighting the distinction between visibility campaigns and those that drive sales. Ryan stresses that successful marketers focus on moving consumers from one perception to another, ultimately leading to sales. They acknowledge the controversy surrounding this viewpoint, especially among marketers who resist being held accountable for tangible results. Both agree that marketing is for those who embrace accountability and are committed to producing revenue, with Christopher noting that marketing allows for creative ideation that triggers sales, contrasting with the more direct approach of salesmanship. To hear more from Ryan Alford and learn how to have a legendary career in Marketing, download and listen to this episode. Bio Ryan Alford Links Connect with Ryan Alford! The Radcast | LinkedIn We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!