![]() ![]() And you know, there are a lot of marketing geniuses out there who will read a marketing textbook and think they know how to write a marketing plan. I think this is a really super-duper interesting topic, because the marketing plan’s structure hasn’t changed much in 100 years. So let’s talk a little bit about how to write a marketing plan in the 21st century. I’m wearing it today because it’s ridiculously cold in New York City, and I’m just doing my best to stay warm. So that is the short, quick history of Irish fishermen sweaters. ![]() And then they know what that desiccated lump of human flesh on the shore is. Anybody of you in the Conn family missing somebody? And you know, someone might say, Yeah, Grad’s been out for about a week. And they can say, hey, this is a Conn family sweater. So if a body washes up on the Irish shore, they can’t really tell who the body is, but they can still pull the sweater off. So along comes the fisherman sweater, which, in addition to being warm and cozy, also is a form of identification. And it was nibbled and eaten and desiccated and destroyed in various ways and was very difficult to identify the victim. But by the time a body washed ashore, it had been in the ocean for a while. ![]() And so when this happened, in the early days, bodies would wash ashore. So people fall overboard, their boats capsize, accidents happen, storms occur, etc. Because you’re in open ocean most of the time, very little protected water. And fishing in Ireland is a reasonably hazardous task. So if you know anything about Ireland, you know that it’s an island, and it’s in the middle of the Atlantic Ocean, and a lot of Irish make their living fishing. And the reason for that is that these are an early form of identification. And so say this Conn family pattern is unique to the Conn family and different patterns are unique to other families. So each fisherman sweater has got a different pattern on it. This is an authentic Irish sweater, quick history on what these things are. If you agree with me, I think we’ll have some fun. And if you disagree with me, then you know, you’ll listen to something else. And you’ll know by the end of today’s podcast, if this is something you want to keep following, because you’ll either agree or disagree with me. We’ll start today on framing it and how to think about it. I’m really excited about it, I get this question a lot, sort of forming some of my own opinions and ideas about it as well. So we’re going to be doing this for a while, it’s going to be great. I figure we’re 22 years into the 21st century, probably a good time to actually figure out how to write a marketing plan for it. We’re going to do a new series, starting today, on how to write a marketing plan in the 21st century. When did that become the actual year? 2022. I was talking to someone the other day – 2022 – that sounds like that was a science fiction date. Yeah, heading into the New Year, some vim, some vigor. ![]()
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