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 h...
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