10 Things I Wish Every Marketing Student Knew

YA while back, designer Cameron Moll wrote: “10 Things I Wish Every Design Student Knew.” It became a classic for its honesty, practicality, and relatability. He later added “10 More Things…” and I’ve used his advice with my own teams more than once.

Here’s my version, aimed at marketers. It’s for students just starting out and early-career professionals looking to find their way.

After fifteen years as a CMO, I learned some lessons the hard way. These are the ones I wish I’d known earlier.

1. Iterate or die. Make this your superpower. Never show the final version first, instead share rough ideas and get feedback on that. Improve on your first iteration and then repeat. This way your end result will more align with expectations and you’ll spend less time explaining yourself.

2. Dwell in the messy. Having said what I did about iteration, I have to admit the process won’t be neat nor tidy. But don’t panic when things look unclear, that’s how marketing works. It will all work out.

3. Find your shape. Cameron Moll gave this advice to designers, but it also fits marketing. It helps to be a generalist who knows a bit about everything, but also to go deep in one or two areas. Many of us are T-shaped, with one specialty; some are Y-shaped, with two specialties; and some are H-shaped, mastering two areas like performance marketing and creative strategy.

4. Because. In design, saying “it depends” is almost arbitrary now. In marketing it’s not enough because your job is to explain why. People might not agree, but they will trust you more if you can explain your choices.

5. Data is a lighthouse – not a map. So use it as a guide not a rulebook. If you only follow the numbers your marketing might be okay but boring and never great. Remember to look up, see the bigger picture, it’ll help to create something memorable.

6. Always add value. Early on in your career it’s easy to get distracted by new trends. But if said trend won’t make a real difference, you are better off without it. Every campaign, email, and line you write should help make your company a little better.

7. Doers vs. Thinkers. There is tremendous value in people who get shit done, so get your hands dirty. Companies typically need more ideas like they need another hole in their head. The best marketers I’ve met are practitioners to the core – not theorists.

8. Sales will take the glory. Marketing creates opportunities and sales closes them. You’ll notice that salespeople often get the credit for closing deals. So if you contributed please speak up because assists are just as important as goals.

9. People trust people. You need to understand how your product or service helps your customers. Write change logs for the product team, join sales calls, and read support tickets. Step out of your comfort zone. When you know your customers’ lives, you will create marketing that speaks to them – not at them.

10. Be curious and not cynical. Opinions are like assholes – everyone got one and there is no shortage of them around the office. Just keep doing the work, don’t quit.

That’s it, that’s my list.

Marketing is about making progress, helping people, and leaving things better than you found them. I owe thanks to Cameron Moll, whose writing reminded me that sharing lessons matters.

Photo credit: Morry Gash/AP Photo