My Surgeon Took a Picture of My Arthritis. Now, I’m going to compare arthritis to marketing.

Last week I had my fifth joint replacement / reconstruction surgery and I am 1 week post-op. The doctor took a pic of the bone they removed and saved it to his memories. I’m oddly proud he found the level of my arthritis worth a picture! This bone is supposed to be rectangular, smooth, and shiny. My bone is misshapen and jagged. No wonder it hurt!>

My spouse asked the doctor what causes someone’s body to have so much arthritis. His answer: genetics, overuse, or accident. My arthritis is first caused by genetics, then overuse. For the two knees and a hip, it was hip dysplasia (genetics), exacerbated by overuse (skiing, soccer, and trail running). For the two thumbs, it’s genetics and I guess overuse if you can call years of typing in a laptop overuse.

Now that I am 1 week post-op, the post-anthesia nausea has gone away, I am off the narcotic pain meds, and I just take the time to heal. I’ll be back to pickleball by the end of the month!

So in my grand tradition of comparing everyday life to marketing like my dog's questionable habits and how raising a puppy is like nurturing an open source project, I’m going to compare arthritis to marketing. Here are some ideas to ponder on what makes up healthy marketing organizations, using arthritis causes as a guide.

Genetics

Every company has marketing genetics. Some have highly technical products they are selling to multiple audiences in a crowded market with long sales cycles. Maybe not all of these at the same time!

Good, healthy marketing organizations understand their genetics and build around them. They understand their Ideal Customer Profile (ICP), have targeted messaging, and a planned go-to-market strategy focused on business goals and reaching their audience. And they don’t copy what worked with another company that has a completely different DNA.

Overuse

Healthy marketing organizations understand that every activity has a cost. They don’t do everything simply because they think they can. They make choices that support the business with programs that build upon each other, all while considering the resources (internal, contractors, and budget) available to them. They do fewer things with more consistency.

Accident

It’s impossible to avoid all accidents, but there are things marketing can do to avoid and prevent themselves from potential accidents. Things like aligning with leadership on business priorities, not changing direction frequently and without data, and making sure you as the marketing leader and your CEO are aligned on what “marketing” is.

Closing Thought

The interesting thing is you don’t think about your joints when they feel good and are working correctly. Marketing is similar. When the messaging is clear, teams are aligned, priorities focused, and programs that make sense, marketing doesn’t feel painful. Problems can arise, markets can change, and competitors will emerge, but organizations with the strength and flexibility adapt.

Thank you to Dr. Kim, Dr. Sachar, and The Steadman Clinic in Vail. Because of their dedication to their craft and their knowledge, they have changed and improved my life. I can now ski on my outside edge and have the strength for many pickleball games!