in Marketing & Media

Let Go? Or, Open Up?

Reflecting on the now infamous P&G CEO A.G. Lafley “Just Letting Go” speech, my colleague Pete Blackshaw asked in his most recent ClickZ column why the discussion isn’t also including the concept of “Opening Up.” That’s a good point, because letting go often refers to the undeniable phenomenon that consumers are co-creators of marketing, as well as standalone creators of media, or consumer-generated media, the often digital byproduct and instigator of word of mouth. But if a brand wants to let go and then participate in that content creation (or discussion), it also needs to be an approachable listener. Pete inherently expanded on the “customer service and experience” silo I discussed in my last MediaPost column.