In late November, we were joined by the world’s top marketing and creative leaders to learn how businesses can make smart bets to confidently scale up when so many are scaling back. This takes proper planning – there's not much room for error when times are tough.
At our virtual Momentum Summit: Fueling Growth During Uncertain Times, over 3,000 creative and marketing attendees filled their tanks with the best advice from the people best suited to give it.
Whether you missed a session, missed the whole summit, or just plain blanked on the big lessons, here are the key takeaways from every session in the event.
“Comfort is a slow death. Sometimes, business partnerships don’t feel right or feel uncomfortable. This might be a good sign that’s where you should be.”
"Educate yourself. Learn as much as possible. That's how you grow."
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Illustrated notes by Joyce Chou.
“Design is not art. Art can make people ask questions, but it’s design that answers them. The space between the two is where the best creative happens.”
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A brand is more than a logo. Here are all the factors that make up your brand. (Credit: Danielle Giroux)
“It’s about covering the blind spots. It’s about finding those partners who are able to connect the dots and get the work done.”
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“You need to place bigger bets. Make room for stuff that is potentially transformative.”
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Like in a layer cake, your marketing strategy should be built on the strategy (layer) before it. Each consecutive layer should be informed by the layer beneath it. (Credit: Amrita Mathur)
“I wanted to take my team from order-takers to sommeliers.”
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“The buyer’s journey is messy. People poke around, explore and move between funnel stages. Just because you can’t fully measure it, doesn’t mean you shouldn’t invest in it.”
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Gain insights from marketing and design experts at Lego, Jasper, Adobe and more on the smart bets they’re making in the face of uncertainty, and their advice for scaling through a downturn.
“As marketers, we’re great at getting to urgent and important things—often at the expense of those important, but non-urgent things.”
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The Eisenhower Matrix can help marketing teams decide on and prioritize tasks by urgency and importance. (Credit: Max Bidna who discovered it in the book Free to Focus.)
“As marketers, we like to think we have a better eye than most when it comes to creative. But, testing shows the downfall of this assumption every day.”
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You might not be as good at guessing an outcome as you think. From VPs to performance marketers, people struggle to guess how campaigns turn out. (Credit: Jess Cook)
“If you aren’t using story to inform AI, you’re using it wrong.”
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“Positioning can’t be done in a vacuum, it can’t just be a ‘marketing thing.’ It has to be a CEO thing as well—maybe one of the top three things they should care about.”
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“Be honest with yourself: Is there a community of people who would want to educate themselves [on your product/service]? If there are, these people can grow into extensions of your brand."
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Though we’ve done our best, the lessons learned throughout the summit simply can’t be contained on a single page. We encourage you to poke through or revisit Momentum Summit: Fueling Growth During Uncertain Times when you can. The combined insights of these sessions are guaranteed to shift your mindset—and maybe even your strategy as you enter the year ahead.
If there’s one point that our marketing and creative leaders kept coming back to, it’s the idea of making smart bets rather than playing it 100% safe. While there’s a tendency to want to protect every dollar in the short term, this has never—and will never—position businesses for long-term growth. Focus on making decisions and finding creative partners whose ethos and practices scale your team.
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