As I’m working on a marketing plan for a client, it strikes me how these five words can strike fear and doubt into so many executives - “How do you define yourselves?”

It is a painfully simple question, but the answer is so important.

Many hours can be spent on this question. In workshops, when I ask this question, the initial answer client’s give is often the most honest. Someone in the room inevitably blurts out the answer, and I write it down. Then someone else inevitably adds that the first definition is too limiting, and provides a different definition. Often a much broader one.

To give an example, I once worked at a very large company where the executive in charge decided how to define our business. His definition was the equivalent of defining a bakery as a “flour, water and eggs mixed together and baked for 12 minutes” business. Much easier to say, “We are a bakery.” His answer created confusion. Customers wondered what we were talking about.

Why all of the confusion? Many people, and companies, want to appear to be more than they are. They get caught up in internal thinking, strategic thinking and politics.

For lack of a clear definition, companies broaden their definition to a higher level in an attempt to cast a larger net. As with my example, this only ensures that no one will have any idea what they are speaking about.

So is this a complex question? It does need to be. Customers are looking for a simple answer. They are tired of trying to sort out what companies actually do versus what their Web site says. Give them a break - give them the simple answer. Save the complexities for internal documents.

One obvious question lies in waiting - how do you define yourself, or your business? If you are using more than ten words to define yourself, then you should do some editing. Write back to me and tell me your definition.

-Steven Halling, President

Any member wishing to have a voice in the chapter is welcome to attend our monthly board of director meetings.  If you are a current AMA member and either want to participate or have an agenda item you would like the board to consider, then please write to president@amaboston.org.

-Steven Halling, President of AMA Boston 

AMA Boston is offering the opportunity to make your mark.  To be a part of something larger than your day job and become part of the marketing community.  

The Boston Chapter is searching for a few more candidates to fill out our 08/09 board of directors, and for candidates to serve in elect positions for 09/10.   This is your chance to get involved with a growing number of top marketing professionals to shape the chapter and grow your career!   Here is the one statistic you need to know - over the past two years, 7 out of 10 chapter board members have either:

1. Seen a significant advancement in their careers.
2. Found great new opportunities for their businesses.

It’s not hard to figure out.  In this connected world of personal branding and Google searches, it looks darn good to see your name attached to a brand like AMA’s.   

Boston is one of the largest single concentration of AMA members in the country. We have it all - higher ed., market research, branding, strategy, marcom, events, and on and on. AMA Boston envelops every discipline of marketing under one organization.  Don’t miss this opportunity!  

- Steven Halling, President of AMA Boston 

AVFX is THE company to rely on when putting on an event. Known throughout the staging industry for their high standards of quality and reliability, they proved themselves again Wednesday evening.

For those of you that attended Wednesday evening’s International Wine Tasting, you know we had a capacity crowd. At the 11th hour, our Programming Committee realized this event would be a noisy one. With a quick phone call to AVFX General Manager, Tom Peckham, the problem was solved. AVFX brought in a very compact, yet high quality sound system that fit our needs perfectly. Thank you to Tom and all of the technicians at AVFX!

Steven Halling
President, AMA Boston