I am distinctly the worse for ethnographic wear. Leora Kornfeld to the rescue. She send me an email today. I think it captures an interesting and important abuse now evident in marketing circles. I present it without editing and with abject thanks.
what is up w/ everyone calling themselves a ‘strategist’ these days?
Marketing strategist, communications strategist, internet strategist, etc
Does this somehow distinguish them from colleagues in the same field who pursue things non-strategically?
I was in a mtg w/ some web development guys a # of months back…and at the initial meeting they pitched their expertise as follows:
“we like to think we’re high level thinkers”.
To which I responded with a wry smile “so you like to think…hmmm”… the message being that just because you like to think of yourself as possessing these qualities does not necessarily endow you with these qualities.
And at the same time I don’t want to put forward a plenitude-quashing point of view, it’s just that things are swinging to a ridiculous end of the spectrum and people make wild claims about almost everything. One of these days I may actually be in a meeting with people whose web site doesn’t promote their work as “award-winning”.
Hopefully this isn’t too cynical, but…
Thank you, Leora.
The photo was taken this morning in the countryside outside Brussels. Sunday, I am off to Paris for the week. I have a couple of posts brewing on ethnographic practice. I mean, I just feel it should be more strategic, right?