September 16, 2024 3 min read

Start From Scratch

As a young marketer or student, you've likely encountered this scenario: you present your first idea with enthusiasm, only to hear your professor or mentor say, "That's only the first layer of the onion" or "Dig deeper." It's a challenging moment, especially when you realize your idea mirrors what 90% of your peers came up with. This is when it's time to embrace the art of starting from scratch - a crucial skill that can set you apart in your quest for that first marketing job.

Why Employers Value Creative Problem-Solving 

In today's fast-paced marketing world, employers are looking for candidates who can think creatively and solve problems innovatively. Starting from scratch isn't about discarding your work; it's about refining your process. It's the difference between a good idea and a great one. When you find yourself at this crossroads, arm yourself with a pen, pad, keyboard, and monitor. Prepare to dive deeper into the creative process.

How to Start From Scratch

As a junior marketer, you'll often be tasked with creating campaign ideas, analyzing market trends, or developing content strategies. Here's how the skill of starting from scratch applies:

  1. Campaign Ideation: When brainstorming for a new product launch, you might need to discard initial ideas that feel too generic and dig deeper for a unique angle.
  2. Market Analysis: In researching competitor strategies, you'll need to look beyond surface-level observations to uncover hidden opportunities.
  3. Content Creation: When developing a content calendar, you might start over multiple times to ensure each piece truly resonates with your target audience.

You need to find the sweet spot, the invisible thread in the fabric that connects to the customer Research will set you on the right path toward finding or uncovering an insight. Uncovering insights will help you discover an idea that genuinely resonates with the people you’re trying to reach. Here are some questions to keep in mind while you start your customer research:

  • What motivates them?
  • What are their daily habits?
  • What challenges do they face?
Putting It into Practice

Now that you understand the importance of starting from scratch, deep customer research, and insight discovery, it's time to apply these concepts to your work:

  1. Don't be afraid to discard your first idea if it doesn't stand out.
  2. Immerse yourself in customer research. Go beyond demographics and understand their motivations.
  3. Be patient in your search for insights. They often come when you least expect them.
  4. Use your insights to develop unique, resonant marketing strategies.

Remember, the most successful marketers are those who can consistently uncover and act on meaningful customer insights. By mastering this skill, you'll set yourself apart in the competitive world of marketing.

The Power of Insights

Insights might come to you while walking the dog, hanging out with friends, or watching a movie. But when it does, you'll know. You'll have an idea born from research and a deep understanding of the product or service—one that truly connects with your customers' wants and needs. Sometimes, the most powerful insights come directly from your customers. With real insight, your original idea becomes the first layer driving your creative thinking forward. As motivational speaker Jim Rohn wisely said, “Labour gives birth to ideas.

Taking Action: How to Get Ahead and Develop Your Creative Process 
  1. Volunteer to help local businesses or non-profits with their marketing efforts.
  2. Start a blog or social media account where you can experiment with different marketing approaches.
  3. Seek internships or part-time jobs that allow you to apply creative problem-solving skills in real-world scenarios.
  4. Join marketing competitions to challenge yourself in time-constrained environments.

By mastering the art of starting from scratch, you're not just preparing for your first marketing job - you're laying the foundation for a successful, innovative career in marketing. Remember, in a field where everyone has access to the same tools and data, your ability to dig deep, uncover unique insights, and translate them into creative strategies will be your greatest asset.

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