Why not?

Ian Lurie

TL;DR: I wrote my very first Medium post ever. It’s about marketing leadership and getting to “Why not?” Click here to read it.

Any smart organization has the risk-takers and the risk-averse. That’s a very necessary balance. If all you have are risk-takers you’ll probably run aground in a hurry. If everyone on your team is risk-averse, you probably won’t make any progress.

As Internet marketers, we’re usually called upon to be the risk takers. We charge in with all sorts of ideas for change. We assume everyone will fall all over themselves to implement those ideas. But they don’t.

That’s because they are doing their jobs!

To lead organizations towards stronger branding and growth and all the other good things that come with smart Internet marketing, we have to change the conversation from:

“Why should I do this risky thing?”

To

“What are the risks if I do not do this risky thing?”

That’s what I talk about in my very first Medium post ever. Click here to read it.



Ian Lurie
Founder

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (that's more than 25 years, if you're counting). Ian's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team, training the agency group on all things digital. You can find him at www.ianlurie.com

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