The Gratitude For Change

We’re on a week-long Thanksgiving break from our six-city Content Marketing Master Class tour.

As the holiday approaches and family gathers, I find myself thinking about change. Certainly change is in the air in many ways these days. This year, in this time of thanksgiving, I want to acknowledge my gratitude for the freedom to change. It’s something that I believe we all have. But depending on the change, it can be difficult, even overwhelming.

At the beginning of each of our Master Classes, I have the attendees write out the one thing that must change in their career (as opposed to their business) for them to be successful as a content and marketing practitioner. In other words, I want you to not think about your company’s ability to change course, but rather your ability to change your’s. The sticky notes that are tacked to the wall commonly express the spectrum of joy, frustration, pain and inevitability. The common thread is that some fundamental change is needed before they can be successful, and that the inability to execute that change is what’s holding them back.

In Management Challenges for the 21st Century, business leader Peter Drucker wrote about what he called the “value conflict.” He said:

“What one does well – even very well – and successfully may not fit with one’s value system.”

That idea resonated with me hard as one attendee came up to me when a recent Master Class was over. She related to me that she had been brought in to be the “strategic content leader” and help “transform the business,” but was now relegated to writing, sending, and measuring sales emails. Despite being paid well, she found herself questioning how much of her life she was willing to devote to such tasks. As she spoke, it reminded me of Drucker’s story of change. He quit his job as a successful investment banker because it didn’t match his values. He said, “I saw no point in being the richest man in the cemetery.”

Of course the range of our freedom to change depends on many things: confidence, talents, skills, and other things that determine where we find ourselves in the context of our life, including, yes, privilege. But I do agree with Drucker when he said that “values should be our ultimate test.”

As we all contemplate changes, both big and small, this holiday, I find myself being grateful for the range of changes I can make. I’ve found over the years that even as the range has grown, the decisions are no smaller, no less emotional, and no less difficult. Whatever our range, if we start with our values as the foundation, the answers may come a little easier.

I’d also like to express my gratitude for you.  This year has seen big changes come about in my own career, new opportunities – and new avenues for me to serve.

If you’d like a free print copy of my book Experiences: The 7th Era of Marketing – just send me an email and I’ll send you one (please note it might be AFTER the team here at Content Advisory fills ourself full of wine and turkey).

If you haven’t seen our Job Descriptions white paper – this was something that we created some time ago. If you’re looking at filling positions for Content Marketing Managers or Managing Editor it might be helpful.

If you are looking for something to read over the holiday, and want to revisit an oldie but goodie, here is a link to Managing Content Marketing – the full book as we published it.  We hope it’s helpful in your work.

Most of all, I wish you and your family a joyous Thanksgiving.

Robert Rose
Chief Strategy Officer at The Content Advisory

As the Chief Strategy Officer of The Content Advisory, the exclusive education and consulting group of The Content Marketing Institute, Robert develops content and customer experience strategies for large enterprises such as The Bill and Melinda Gates Foundation, Oracle, McCormick Spices, Capital One, and UPS.


Robert’s book, Experiences: The 7th Era of Marketing was called “a call to arms and a self-help guide for creating the experiences that consumers will fall in love with.” For the last three years, he’s co-hosted the podcast This Old Marketing, with Joe Pulizzi. It’s frequently a top 20 marketing podcast on iTunes and is downloaded more than a million times every year, in 100 countries around the world.


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Author: Robert Rose
<p>As the Chief Strategy Officer of The Content Advisory, the exclusive education and consulting group of The Content Marketing Institute, Robert develops content and customer experience strategies for large enterprises such as The Bill and Melinda Gates Foundation, Oracle, McCormick Spices, Capital One, and UPS.</p> <p>Robert’s book, Experiences: The 7th Era of Marketing was called “a call to arms and a self-help guide for creating the experiences that consumers will fall in love with.” For the last three years, he’s co-hosted the podcast This Old Marketing, with Joe Pulizzi. It’s frequently a top 20 marketing podcast on iTunes and is downloaded more than a million times every year, in 100 countries around the world.</p>