Law 5 – Challenge your internal language: mobileYouth.org’s 7 laws of youth marketing

by Graham Brown

Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown

<Back to Law #4) Make the internal business case for youth

5) Challenge your internal language.

Many CEOs create an introspective “ivory tower” culture that takes too much time in self-referencing and using industry specific languages.

See this post by Dave Knox from P&G (and the Wunderman presentation “my brain hurts”) about leaving the customer behind with geekspeak.

This video we shot here in London highlights many of the issues related to getting stuck in the ivory tower

If you take time out of the office you’ll find youth don’t necessary think how we’d like them to (here’s an example of why youth will always be different, even in China or back in the USA) or how we think they should be thinking (e.g. MySpace just keeps on growing despite analyst predictions)

Next> Law #6) If you want to change your results, change your measurements

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