If you've read Guy Kawasaki's "Reality Check," then you've probably already seen this powerful video. I concur that in 18 minutes, Majora Carter educated me, inspired me, and she made me laugh and cry. And I agree that we should wish that all our sons and daughters might become this kind of warrior.
As a marketer, the lessons are clear.
1) Majora is more than a marketer; she is an evangelist who believes in her own message. If you have passion about what you are marketing, invest the time and effort to be superb at evangelizing your message. There is more to marketing than spreadsheets and Powerpoints. Be able to articulate and deliver a message you believe in. If you can't believe in it, you won't be able to make anyone else believe it, either.
2) Majora has a passion that is contagious. Create a culture of passion for your organization that trumps any marketing strategy you can fit in a Powerpoint.
3) Marjora balances humility and confidence. She treats her audience with respect and assumes they can handle the hard truths she is dishing out. State your case with confidence. Everywhere you go, assume that the people you are networking with are smart enough to understand what you are marketing and why it matters. Go into the conversation assuming they care. If you can't find anyone who cares, find another message or find another market. Because if no one cares, you're going to fail.
4) Keep the focus on the message. Slides and photos should punctuate your message. Too many distract.
5) Majora wraps her pitch in a series of stories. Tell a story that makes your case concrete for your audience. People ignore sales pitches every day, but everyone loves a good story.
The bottom line is this: if you are lucky enough to have a mission you can believe in, do your mission justice. Don't be embarrassed to let your passion show and put the effort into polishing your delivery, whether it's for an 18 minute presentation at TED or a 2 minute elevator speech. Mesmerize your market.
