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    The chief hype officer

    The chief marketing officer at a big company has an impossible job. The typical duration of a CMO is 18 months because once the CEO realizes that hype for money can’t solve their problems, they get restless.

    The problem lies in what people think “marketing” is.

    Marketing isn’t paying for ads, changing the logo or building a social media presence.

    Marketing is product design, customer service, pricing, customer delight and creating and living a remarkable story. Marketing is creating the conditions for the network effect.

    And yet, the typical CMO isn’t in charge of ANY of those things.

    No wonder it’s frustrating. You thought you were getting a marketer, but all you did was hire someone to make a commotion on social media.

    The words matter. If you are hiring someone to be in charge of promotion, say so. But if you want someone to be in charge of marketing, have them be in charge of all of it. If it touches the market, it’s marketing.

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