Greed in marketing is nothing new. Being different. Acting different. Selling differently…all support creating a competitive advantage and making more money. But greed is not a good thing. It has ruined the economy (mortgage-backed securities), kept the U.S. beholden to terrorist oil states, and no doubt played a role in many hatreds around the world. Sometimes greed needs to reach a breaking point before it succumbs.
Yesterday’s announcement between Ford and Toyota, to work on a hybrid engine for pick-up trucks may be a good sign for the planet and for marketing. The U.S. gov’t smartly threw down the gauntlet in terms of miles per gallon goals for vehicles recently and this new rear wheel drive engine is a massive step toward meeting those goals. (Anyone home GM?) Normally, greed would have kept a deal like this from happening, but Ford and Toyota are showing good judgment and forward thinking and they woman-ed up. Oh, and the only reason it is happening is because Alan R. Mulally and Akio Toyoda (company CEOs) ran into each other in the airport and probably actually liked one another.
As we marketers put our plans together, fill in our charts and goals and KPIs, how about we ask ourselves a simple tough question “If I wasn’t going to be greedy, what new company strategy might I employ?” As my Norwegian aunt might have said “Tink about it.” Peace!