When there is scarcity, we worry a lot about getting our fair share—what goes to him doesn’t go to me. The harvest becomes fraught with danger and competition.
When we worry more about planting, though, sharing the harvest gets a lot less complex.
Plant enough seeds and the scarcity eases. In fact, if you plant enough, you’ll never have to think twice about the harvesting.
I see this a lot in my industry, where a fellow marketer will undercut your deal by offering insanely low prices. Who’s fooling who? The same client is going to come back requesting even lower prices. After all, if you offered such once, why shouldn’t you do it again? It’s a race to the bottom.
Ideally, we should work together to create an industry that is transparent and facilitates innovation. Such cannot happen if we see each others as predators. If we continue to work in silos. If we are always looking out to eliminate competition.
Instead, let’s decide to change our mindset. Let’s decide to work together to create new markets. Let’s share data to help the upcoming marketers instead of exploiting them. Let’s follow in footsteps of Safaricom and think in terms of coopetition instead of competition. This is the only way we can ensure the sustainability of our marketing industry.
What seed am I planting?
From where I sit, I see the lack of collaboration among Kenyan Marketers hurting the industry. We have only a few marketers earning the lion’s share while the majority compete for low-paying jobs in an industry marred with integrity issues.
However, thanks to like-minded people like Brian Nyagol, Rama Oluoch, Brenda Mong’ina and Janet Machuka, we recently created a Facebook Group called Kenyan Digital Marketers whose purpose is to facilitate the sharing of digital marketing results to provide benchmarks, measure performance and award best campaigns. You should join this group if you want to get where you are going faster.
Also, thanks to Ized Uanikhehi, the founder of Digiclan Africa we have also created a Whatsapp Group called Digiclan Kenya which we’ll be officially launching soon in Nairobi, so stay tuned. The aim of this community is to facilitate networking, learning, teaching and mutually contribute to our individual and collective growth as well as the development of the Marketing space in Africa. There’ll also be periodic face-to-face meetups, free training, questions and answers as well as sharing of vital information on the Digital marketing space such as job vacancies.
It is my personal goal that in the next five years we will see new, empowered and moral marketers taking the reigns in Africa’s marketing industry. I will not wait until Kenyan businesses get fed up with ineffective marketing campaigns to the point that they outsource. Instead, I will plant my seed now. Just like the late Wangari Maathai, I know hope is not a strategy.
So what seed are you planting?