Current theory from Professor Ronald K. Mitchell at Texas Tech suggests that the people most likely to be a success at entrepreneurship are those who understand that there is an ‘entrepreneurship script.’
I contend that there is also a script in cause marketing.
In entrepreneurship the script, says Mitchell (who like Bob McDonald, the CEO of Procter & Gamble, and yours truly is an alumnus of the University of Utah) is “commonly recognized sequences of events that permit rapid comprehension of expertise-specific information by experts; mental representations of the causality-connected actions, props, and participants that are involved in common activities.”
I’ve cherry-picked from Professor Mitchell’s paper to come up with a list of attributes that I think characterize the best cause marketers:
- They have a great base of domain knowledge of cause marketing
- They are predisposed to action
- They are deliberate network builders
- They recognize changes and know how to exploit them
- They have a great deal of cause marketing experience
- They possess a schema about the way cause marketing works which comes from extensive experience
- They have better and less biased recall of relevant information
- They have and effectively use strategic resources
- They efficiently translate problems into solutions
Agree? Disagree? Please comment below.
- They understand how value is built
Labels: cause marketing expert, cause marketing schema, Procter and Gamble, Ronald K. Mitchell