Over the past few weeks, I’ve done several keynote presentations about Youtility at small, focused events where nearly all attendees were CMOs or other execs at large companies.
In each of these situations, I received the same question from an audience member:
“I work at a big company with entrenched marketing processes. How can we possibly move to creating marketing that’s totally different and useful?”
It’s a great question, because it strikes at the heart of two truths about Youtility.
First, creating Youtility – marketing so inherently useful that people would pay for it if you asked them to do so – is as much about corporate culture as it is about marketing execution…
