Episode highlights:

Your marketing lineage refers to who you learned from and where they learned from going back generations of marketers.

Your marketing pedigree deals with where you studied, be that at a university, on the job, etc.

Your lineage and pedigree work in tandem to influence the way you see things. For example, someone from a sales background won’t look at things the same way as someone who came up focusing on branding.

Identify the one thing that got you into marketing and what you like to get out of doing marketing. Once you have identified this, focus on doing more that is related to that reason.

Identify what your marketing lineage and pedigree are.

It’s important to find what your client’s pedigree and lineage are. This is how they will look to solve problems so it’s important to know how will approach things and be familiar with their go-to solutions.

Friction can arise when you and your client have radically different lineages and pedigree and you must be mindful of this and constantly manage it.