Marketing and the art of gardening

SDA Bocconi Insight

Marketers must balance immediate needs with long-term growth, much like a gardener managing annual and perennial plants. This requires patience and consistent care, as long-term success often demands time and effort. Additionally, marketers need to adapt to changes in the environment, maintaining a holistic view of their brand and cultivating resilience to face market challenges. To convince corporate executives of the importance of balancing short-term results with long-term growth, the gardening metaphor can be useful, emphasizing the value of a solid foundation, sustainable practices, and a long-term vision to ensure business resilience. Furthermore, linking long-term growth strategy to the CEO's vision for the company helps personalize the message and adopt a more persuasive approach.

In this podcast, Walter Susini, Professor of Practice in Marketing at SDA Bocconi School of Management, proposes the metaphor of the gardener as a guide to interpreting the marketer's role.

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