🛠️ Theory vs. Practice: The Marketer's Dilemma

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I had a startling realization this week: I’m the least educated person in our company.

Our team of 14 people boasts 6 advanced degrees, 3 current/former professors, and numerous professional certifications.

I got none of that.

I have a degree in a field completely unrelated to what we do (that said, if anyone is looking for a good stump speech or rhetorician for an upcoming salon, I’ve got just the Rhetoric and Public Address major for you).

I initially wrote this off as a wise approach to surrounding myself with people who are better than I am and never wanting to be the smartest person in a room, blah blah blah.

But really. What am I doing here?

Should I at least be getting some additional training or formal education as I build the best place in the world for b2b marketing professionals to work? Am I qualified to lead an organization like ours?

More importantly, which is more important in our industry: theory or practice?

Let’s discuss.

Big Idea: Theory As A Starting Point in the Unknown

The reason this came up was the result of a conversation with one of my partners about a problem we’re trying to solve in our business.

Independently, we came to the same conclusion to solve the problem.

He explained his reasoning which included a ton of theory and a well-thought-out process for why we should move forward with the conclusion.

I had none of that.

I believed in the same path for an entirely different reason: it was the path I had followed at a previous agency and it was very successful.

We quickly dug into the thinking behind each of our conclusions and realized that both theoretical and pragmatic solutions lined up.

But what if they didn’t?

I asked him how he developed the theory. He hadn’t experienced the things I had, so he studied and learned the proper way to tackle the issue from an academic standpoint.

I haven’t been able to stop thinking about which approach leads to better results since.

Strategy: Match Theory with Experience

Here’s the reality.

The magic happens in marketing when you roll up your sleeves and dive into the mess. It's the difference between reading about swimming and actually jumping into the pool. Theories set the stage, but the real insights and skills come from navigating the actual challenges on the ground.

Very few would argue that theory is a sufficient replacement for experience. Yet, so many marketers approach their careers or work problems in such a way that betrays their belief that theory > practice.

Let’s take Twitter’s favorite aspiring marketer for example:

Here’s the crux of her complaint:

• Finding a well-paying job in marketing is difficult (true!)

• The sunk cost fallacy around her school debt is pushing her into short-term thinking

• She equates formal education with experience

I guarantee that if you gave her the option of “undoing” the time and resources spent on her formal marketing education, and offered her the option to get real-world experience instead; she’d rip your hand off before you could finish the offer.

So obviously if faced with the choice between theory and experience: go for experience.

But, there is absolutely still value in formal training - especially in avoiding mistakes that are earned in the school of hard knocks.

So, how can we get both?

Example: Content Creation

The biggest problem I see young marketers dealing with is simply a lack of real experience.

I’m not talking about fake projects for made-up brands or donated work for endlessly grateful “clients.” That’s all well and good, but nothing can replace the lessons learned from producing marketing assets, relying on them for an outcome, failing, and learning.

So, how do we manufacture those opportunities before being employed?

Simple. We employ ourselves.

Prior to getting your first or next or newest job in the area you want: simply hire yourself to create and market in the niche you want to work within.

Then, start creating content/assets/performance marketing programs that deliver on the objective your brand has.

Wanna get brand awareness? Network with other pros? Actually close sales?

Just go do it.

Two things will happen as you create content verticals in the niche you want to work in:

1. You’ll meet actual professionals who can give you feedback and potentially hire or connect you to job opportunities

2. You’ll be better prepared for the role you want than 99% of the candidates you find yourself up against.

In the best case scenario, you create a brand that is so successful you don’t need external employment in the long-term.

Either way, you move yourself from being reliant purely on the theory of a thing, and earn the stripes that come from trying, failing, iterating, and ultimately succeeding in the marketing world.

Who is doing this right now? Share your reps with me. I’m happy to promote or give feedback. Let’s build together! 🛠️