MARKETING EVOLUTION
Remaining The Ever-
Relevant Marketing
Professional
By Marion Wakahe
T
he Romans dedicated the month
of January to Janus, the god of
beginnings and transitions and
thence also of gates, doors, doorways,
beginnings and endings. Janus is normally
depicted as a two faced god with each
face looking in opposite directions
symbolizing two main things: one face
looking at the past and the other looking
into the future and the fact that both faces
appear as gates that can open and allow
passage into the new.
January is probably the most opportune
time of the year to reflect on the previous
year’s performance and ask ourselves
how we would like to improve in the
coming year. January is also the month of
renewed hope in one’s abilities to achieve
unprecedented goals for oneself and thus
the plethora of people who draw New
Year’s resolutions.
Being that a good number of people
fall short of their own expectations in
previous years does not tramp them from
still setting goals for the New Year. 2020 is
now with us, marking not just a new year
but a new decade as well. Additionally
2020 is a leap year giving all of us an extra
day (hopefully to get a little more done).
Whilst I don’t have New Year’s resolutions
- I continue to pursue goals I set last
year - the beginning of the New Year has
given me an opportunity to reflect on
the past year and on years past as well.
Additionally, I am psyched for this new
season. Interestingly, 10 years ago marked
my transition from school to the job
market. The past 10 years have been for
me the most real schooling period that
I’ve ever experienced, combining theory,
practice, social, emotional and personal
management skills.
I believe the most appropriate term for
the past 10 years for me is ‘baptism by fire.’
I’ve experienced colossal failures but I’ve
also had big wins. What I’m most proud
of is not letting myself get too caught up
in either state. As they say, “A failure is
a failure if you remain down,” and “Don’t
allow the glory of today’s success be the
I believe the most appropriate term for the
past 10 years for me is ‘baptism by fire.’ I’ve
experienced colossal failures but I’ve also
had big wins. What I’m most proud of is
not letting myself get too caught up in ei-
ther state. As they say, “A failure is a failure
if you remain down,” and “Don’t allow the
glory of today’s success be the stumbling
block for tomorrow’s win.
06 MAL34/20 ISSUE
stumbling block for tomorrow’s win.” It
has most certainly been tough, there are
many things I wish I did differently but I
can’t change the past, I can only carry its
lessons with me into the future.
With a new decade upon us, I’m aware of
the fact that I’m growing older and have
less room for ‘follies’ (although this is not
to say that I will not take risks). I’m also
interested in making strategic moves that
will catapult my career rather than going
through the typical drudgery of career
building.
It is also apparent that business models
have changed significantly. A lot of people
complain that the economy is doing badly
but at the same time, there are some who
are thriving. I question that perhaps most
of us are yet to adjust to new realities
even though it may be true that Kenya’s
economy is not doing well. It’s clear to me
that quickly learning and unlearning is the
key to thriving for the years to come.
I’d previously written a piece entitled,
“The Allure (or Not) of Marketing.” In
it I posited that today every marketing
professional needs to adjust to a set of
tools and skills so diverse and vast in
number unlike has ever been seen before.
The pace of change is so rapid that it can
get one’s head spinning. However, in spite
of this, there are certain skills and habits
which I believe will remain foundational.
As we usher in a new decade, these
skills and habits will help us navigate
the unpredictable, difficult marketing
landscape.