companies analyze their product portfolios by plotting products in a 2x2 matrix based on market growth rate( vertical axis) and relative market share( horizontal axis). This classifies products into four categories- Stars( high growth / share), Cash Cows( low growth / high share), Question Marks( high growth / low share), and Dogs( low growth / low share)- guiding decisions on investment, development, or divestment for resource allocation.
These are just some tools we use to make the right decisions in marketing. These tools can also be used outside of the marketing profession. Structure and concepts work across professions and across arts. This means that Geido can also be used not just to master a craft but also to grow in a career.
Geido has three stages to it. The first is about the mental commitment to mastering the craft. The Japanese call this stage Shu- the foundation stage. This stage is all about learning the basics. Focus is important in this stage as one gets to learn not just knowledge but also to observe the masters. But the world has changed. There is technology and disruption and access to Artificial Intelligence. ChatGPT and Gemini are at hand to answer all questions. Why bother learning things from the basics? Artificial intelligence is a powerful tool and can certainly make work faster and more efficient. It is not an expert, no matter how hard it tries. It hallucinates, makes mistakes and does not have the human touch. Therefore, the tool is only as good as the user. In the hands of a master, it can create magic. In the hands of a novice who does not bother to learn, it can turn into a disaster.
Focus on learning the principles of marketing. They can be applied to any industry, any sector and any type of organization. Identify those who are regarded as masters of various aspects of marketing. There are gurus in marketing research, gurus in PR and crisis communications, gurus in advertising and gurus in digital marketing. Learn from each of these individuals, borrow from their thinking and read widely( or watch widely if you prefer audio visual approaches to learning). Be ready for hard work and keeping positive.
The second stage of Geido is called Ha- the experimentation stage. This stage is all about learning from the master, learning the craft. You begin to absorb a deeper appreciation of your craft, and you try out different things. It is the time to learn from successes and mistakes. You know that expansion into new markets requires adaptation of communication campaigns. You experiment to see what you can and can’ t do, to succeed. You sit under the feet of those who have gone before you and learn more. You find mentors and coaches who will help you think through the choices you want to implement and the ways to mitigate risk.
The final stage of Geido is called Ri- the
transcendence stage. This is the stage that allows you to break free from the master. You have learnt much, now it is time to be creative and practice marketing from an intuitive perspective. At this stage, you can make decisions using data, but you can also make decisions using instinct. You can tell whether a campaign will have an impact or if the target audience is not the right one. You can feel it in your gut and it cannot be scientifically explained. It is the point where the practice of marketing craft happens almost effortlessly, as if second nature. For a marketer to get to this point, many years of practice and learning would have taken place. And only if one had an open mind and deep commitment to learning along the career journey.
What do we learn from Geido? Mastery of your profession is possible if you are open to being a life-long learner. You must be committed and determined to absorb things and learn from those who have walked the path ahead of you. You must be willing to practice and repeat as many times as necessary, to become better and better at it. You must be willing to accept that there are things you know and things you haven’ t yet learnt and still be willing to learn more every single day.
Be a master of the marketing profession. That, dear marketer, is the challenge for you in 2026! Have a successful year!
Thrity Engineer-Mbuthia is a marketing practitioner and executive coach with over 25 years’ experience in corporate and academia. You can commune with her via email at: Info @ thrityengineer. org.