Category Archives: Corporate Strategies

Experience doesn’t matter: Industry veterans and aspiring talent are equally qualified to break into digital marketing

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Digital Marketing Vs. Traditional Marketing Skills

All aboard! It’s never been a better time to embark on your digital marketing journey.

We all seek experience. Personally and professionally, experience captures what we’ve done and what we have the potential to do. In hiring, prior experience is used as a shortcut to qualify job-seekers for interviews, job offers, and higher compensation. This shortcut works well in steady fields where the practices of the industry rarely change. If someone has done it before, they can probably do it again.

But does this shortcut work in a field that is dramatically changing? Marketing is an occupation undergoing rapid change. Adults now spend six hours a day with digital media, compared to three hours a day in 2009. As consumers move social, professional, and personal interactions online, advertising has followed. 2016 was the first year that digital media overtook TV as the largest channel for ad spending. Successful digital campaigns now require proficiencies across a host of new platforms, and the question for veterans and aspiring marketers is: Does general experience in marketing still matter?

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Looking to grow your executive network? Here’s what I’ve learned over 15 years.

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Executive Networking Tips Strategy

Don’t be afraid to take risks, like introducing yourself to someone — in person — on a whim.

I still remember the early days of networking, before LinkedIn existed to help organize your professional life. When you’re fresh out of college, networking typically means going to happy hours, checking in with former classmates, and keeping in touch with mentors from your summer internships. But it’s the people who decide to go above and beyond college or corporate happy hours — with creative approaches to introductions — who can really stand out.

After you’ve been in the workforce for 15-plus years like I have, your networking strategy needs to evolve to place you in front of the right senior executives at innovative, cutting-edge companies. Remember that you are your own best publicist and it’s OK to be forward, ambitious, and scrappy to open the right doors. Don’t be afraid to take risks like introducing yourself to someone — in person — on a whim. Don’t hide behind LinkedIn connections online. Instead, create real, long-lasting relationships that will connect you with the biggest opportunities of your life.

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John Rossman on How the Internet of Things Transforms Businesses

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Amazon Way on IoT John Rossman Interview

Author and tech-industry veteran John Rossman, whose new book takes a deep dive into the Internet of Things.

When it comes to enhancing customer experiences and improving business operations, the future lies in the Internet of Things (IoT).

IoT is the ability to take an analog or physical capability and create a digital version of that experience. For example, the Nest thermostat helps lower energy costs by using sensors and your phone’s location to adjust the temperature when you leave the house. Samsung’s Family Hub refrigerator allows you to order groceries from FreshDirect right from its door.

From a business standpoint, IoT technology allows for smarter, data-driven models that enable higher efficiency and better outcomes. From a consumer standpoint, it can transform the way we think about some of our most routine daily actions. IoT technology requires elements of data science and analytics, product management, and user experience — and because of this, it’s a cross-functional industry with tons of opportunity for growth.

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How Can Humility Save the Entrepreneur? One Expert Has the Answer

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Michael Dermer The Lonely Entrepreneur Book

Michael Dermer, founder of The Lonely Entrepreneur.

There’s a crushing, isolating pressure that engulfs many entrepreneurs as they try to transform a passion into a profession. Long days extend into exhausting late nights as they wrangle talent, negotiate funds, and wonder just how far away success (or failure) lies.

In the world of business, anything can happen and nothing is promised. No one knows this better than Michael Dermer, a lawyer, author, and life and career coach, who painstakingly built a company over 10 years only to see it collapse in 10 days during the financial crisis. Undaunted, Dermer turned the hard lessons he learned into an opportunity, launching a platform to help people start businesses with the support and knowledge they need.

The Lonely Entrepreneur — a book, website, and global community — is Dermer’s salve for the heartaches of entrepreneurship. Packed with learning modules, community connections, and expert advice, The Lonely Entrepreneur helps budding businesspeople get on their feet and take strides toward success.

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FinTech Experts Share Insights on the Future of Finance

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Fintech Innovation Panel

Finance-industry experts from BlackRock, Blockchain, HSBC, BNY Mellon, and Coindesk spoke at our Future of Finance panel on December 7. Photo by Kait Ebinger.

The world of financial technology, also known as FinTech, is pushing the boundaries of how people exchange money — impacting everyone from mammoth banking institutions to individual consumers. On December 7, four finance luminaries joined us at General Assembly’s NYC headquarters for The Future of Finance, an intimate panel discussion exploring innovations in the financial sector.

The universal takeaway: Companies and leaders who aren’t paying attention to FinTech’s breakthroughs will be left in the wake of a revolution that is transforming a traditionally rigid industry into an agile economy driven by technological advances and open collaboration.

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Why You Should Break From Tradition When It Comes to Building Your Leadership Team

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General Assembly campus in London

Nearly every company in the world is being shaped by new waves of technology, communication, and interaction with customers. Digital forces in particular are a huge concern for every one of the companies we work with at General Assembly. Leaders know they need to boost their digital readiness. But there remains the question of how to actually transform their organization, and what that can mean for their customers, employees, and shareholders.

During my 30-year career, I led Procter & Gamble’s Baby, Beauty, and Asia businesses, culminating with running P&G e-business — everything from helping to architect the digital transformation, to the incorporation of virtual tools, to develop breakthrough products and supply systems to digital marketing and eCommerce. I’ve harnessed my insights from three decades in the field to help companies answer that question of “How?” One clear way to make it happen is by improving leadership skills and creating digital leaders.

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The Value Prop Parallax: Understanding Consumers’ Values in a Digital Environment

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3M has so much more to offer than just Post-it notes.

At General Assembly, we partner with the world’s greatest companies to assess and train their employees in today’s most in-demand skills. While building in-person and online training programs for a fifth of the Fortune 500, we have conducted consultative working sessions and stakeholder interviews with hundreds of teams in a variety of industries. These sessions provide incredible insights into the hurdles that incumbents face as consumer behavior changes.

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Your Guide to Making it Happen, Now

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96540010 FINALAt any organization, there are always going to be more problems than there is time to solve them. But certain problems really need addressing–like, right now–and you know it. Unfortunately, these are the very ones that often go untended. They are the bigger picture problems that we don’t know exactly how to define, let alone solve.

As a doer in your organization, how can you force these important conversations to happen now?  How can you beat the: “Yes, this is definitely something our team is thinking about, but won’t be able to work on until Q2 of next year”?

Here are 6 tactics our team uses that will help you accelerate some of those stagnant conversations and seize the now:

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What Seizing the Now Looks Like at a CPG Giant

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Mike Dubin, CEO Dollar Shave Club

You know what Mike Dubin isn’t doing right now? Reading any more articles about Mike Dubin.

He’s probably on a beach in Santa Monica, wondering how he’ll spend the $90 million he made when Unilever bought Dollar Shave Club, a subscription razor service he founded in 2011, for $1 billion in July. (In all honesty, he’s probably at a desk–he’s staying on with Unilever–but, considering his windfall, I’m going to be picturing him on a beach regardless.)

You already knew about Mike, though. It was an acquisition that launched a thousand articles and will likely sustain the dreams of rabid founders, and their VC handlers, for years to come.

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Deb Henretta has 30 years of CPG experience in her past. So what does she think about the industry’s future?

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Deb Henretta is joined by Charlie Schilling, GM of General Assembly’s Enterprise business, at a Q&A event on October 12.

On Wednesday, October 12, the General Assembly enterprise team hosted Deb Henretta, the former Group President of Procter & Gamble, for breakfast and Q&A at GA’s New York campus. Deb is a 30-year veteran of P&G (ret. 2015) and ran various businesses–including the Global e-Business, Global Beauty, and Asia, among others–during her time there. During breakfast, she mentioned having 20,000 people under her.

Here are 5 tactics we learned from Deb about how CPG marketers and HR leaders can prepare their businesses for the future. Continue reading