What’s in your Marketing Kitchen?


Bakers, Chefs, or Cooks?  

I think we can all agree that each of these descriptions invoke a different image, expectation of skills,  and a perception of the experience they will deliver.  My wife is clearly a Baker, based on her use of recipes, measuring spoons, and timers, sprinkled with creativity [and powdered sugar].  Chefs are the people we see on TV, with all of their fancy schoolin’ and gastronomic techniques, but ironically, as they gain notoriety, most seem to spend less time in actual kitchens.  Generally speaking, Chefs and Bakers might both be considered the same, but working in different mediums.  Now, as a self-described Cook, I admit I may review several recipes (or pictures), see something on TV, or scan the pantry shelves and refrigerator taking a silent inventory.  But when the moment strikes, I just start start cooking, making adjustments along the way.

A dash of this, a pinch of that – VOILA – dinner is served!

The Marketing Kitchen

When it comes to working on the line in a Marketing Kitchen, the Bakers, Chefs, and Cooks are often at odds when it comes to deciding how to create an award-winning dish.  The Bakers want to plan for every scenario, test and re-test, and generally have 100% certainty of success before actually beginning.  The Chefs are a little more pragmatic, but tend to focus on the technical tasks of the project, resulting in an over-engineered solution.  The Chef often uses too many ingredients, too many techniques, and is over-ambitious as it relates to time lines [ever seen someone on TV try to make Risotto in 10 mins?].

While Cooks may not possess the exacting standards of a Baker, or the training and techniques of a Chef, we are often the x-factor in the Kitchen’s success.  The Cook’s ability to combine disparate ingredients, improvise kitchen tools and techniques, keep an eye on the clock, and take calculated risks, more often leads to a successful dish (and a happy diner).

This leads me to the conclusion that in today’s ever-evolving Marketing + Technology marketplace, we need more Cooks than Chefs or Bakers – except when it’s time for dessert.

Sweet.

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