Why Marketing Needs More Introverts

Susan Cain’s book “Quiet” has provided wonderful insight to me, because I am an introvert. Cain’s core premise is that western culture overvalues extroverts and under-utilizes introverts. Introverts prefer less stimulation and quiet concentration. We listen more than we talk, think before we speak, and focus on relationships. Introverts focus on the meaning of events around us, while extroverts focus on the events themselves.

If I had to bet, the best marketers of tomorrow will likely be far more introverted than the average marketer is today. I would even argue that marketing needs more introverts—people who will spend more time listening than talking, reflecting deeply on meaning, and building fewer, deeper relationships.

Three fundamental trends will drive this.

Indian Politics Reshaping International Business

With the ongoing slowdown destroying entire generation’s chances of living at developed nation levels of income, the newly-elected Modi government seems to be well-prepared for the challenges to be thrown in his path of revival of Indian economy. Fast-tracking the decision making process by government has so far supported that so-called “good days” might not be too far for the Indian population.