Welcome to the tenth edition of TOBM!
In this editorial, we will be sharing previews and full chapters of The Orange Book of Marketing with some commentaries and highlights.
Learn more about the book by clicking this link.
X - Executive Artists
This chapter is perhaps the culmination of the many years I spent in my own craftsmanship, it is about the relentless battle inside myself where on one side, an executive professional claimed diligence, formality, organization and hard work, while on the other side, an artist called for innovation, aesthetics, experimentation, style and authenticity. In my mind, there wasn't a true place in the world for someone who carried both these traits, the artist and the executive. In my heart, there wasn't a place where a synthesis of both could live in synergy because, contextually, in macro and micro-economic aspects, the market wasn't built for this. The entertainment industry and the free market of corporations were two completely different worlds and coexisted in parallel dimensions. So, I had to fight many battles until I finally understood that letting go of the artist within me wasn't an option in the same way that stopping making brands, designing products, and growing companies wasn't an option either.
In the cinema industry, executive producers are known for making things happen, for funding cinematographic projects and helping tell stories through the lenses of writers and directors. In the corporate market, executives are professionals with experience and influence that goes above and beyond the manager role; they are known for their leadership, decision-making and strategic capacities. Because of that, they are taken seriously while sometimes, wearing a suit and a tie. Executives bring forth a relationship with stakeholders and sometimes even governments, and they do so while representing the companies they own or the companies they work for.
Artists, on a counterpoint, are known for being unpredictable, for not following rules and for living a life of deep sentiments and unorganized endeavours, artists are paid for their creativity, and in order for such a capacity to be nurtured, it is necessary to pave a context of relaxation, fun, naivety and colours. They are known for their capacity to craft culture in a way that, sometimes, a single music track can achieve all continents in the world and make people feel cathartic through a lyric or an instrumental composition. Because of that, they are not taken seriously most of the time unless they are famous or globally known.
The term Executive Artists is, then, a bold upheaval of a new class of people, authentic humans who don't mind being the clown of a meeting fairly because they are only worried about the ideas and the execution behind them, not necessarily the credit they get or the image that they portray. They are not worried about being their authentic selves because they acknowledge that they occupy a role very hard to replace, a role where they face the true challenges of a corporation, challenges that they solve with their true capacity to humanize companies and bring forward unique solutions to creative problems. They are acknowledged as the MVP of the team because their reputation and results say so, and because of that, they are trusted to do their work, they are trusted to unlock a company from its growth ceiling either in sales or development, and they do that because they are able to think laterally, to provide micro and implementable solutions to the most macro of problems. Due to that, they are also not obliged to check in or out in standard hours or days and in the same way when they are around, they are able to light the team with inspiration and momentum for new changes and ideas. They are not CEOs but they are chosen by the CEOs as the player responsible for goals in the most competitive of matches.
Executive Artists, then, are people with a unique set of traits that can't really be found in talent banks because they don't apply for positions; it is the position that finds them. They represent a true bridge between a company and its commitment to bringing forward true artistic innovation that goes beyond aesthetics and that also navigates function with perfection. They are able to represent that bridge because, in addition to the deep familiarity with the creative process, they also understand how to manage businesses, develop new products and grow them into success. They carry a leadership capacity that is opposite to authority; through pure communication and ideas, they are able to influence things into fruition and nurture teams with positive morale for the next project and achievement.
Pre-Order & Early Access
The Orange Book of Marketing - Second Edition is now available for early access. Readers who purchase the book in this period will guarantee the full edition when it is complete and will get new editions while it is developed.
Technical Details
Full Release Date
Est. 2024
Cost
The current price of $42 is subject to change after the release of the final and revised edition.
Publisher
Published by Editora Sentient in Brazil.
Text Copyright © 2023 by Editora Sentient
All rights reserved.
Distribution
Distributed by Sentient LTDA in Brazil.
All rights reserved.