Chris Brogan shines bright and demonstrates why I really wanted him on The Conversation Group advisory board as much as Doc Searls and David Weinberger in this post “I am a marketer“. I try to avoid the word marketing like the plague – because of bad marketers – or more accurately, I should say badly intentioned marketers, which is the key reason the profession has been besieged for the last several years in some parts of society.

It’s time to talk once again about what I still think of as “real marketing”. For me this means the process of matching a product/service with the people who will get the most benefit/satisfaction/enjoyment from it. This is about serving the market’s interest by being a matchmaker of value between people and companies – caring about both, but more importantly caring about your own integrity.

Unfortunately, marketing has become more closely linked to selling, where oftentimes the systems and expectations of management are about producing quarter over quarter increases in numbers, without concern for the state of the product, its usability or its appropriateness for a particular use. This is where integrity breaks down and an individual’s self-esteem becomes linked to ‘hitting the numbers’ regardless of whether or not that is the right thing for the company or the people buying the product. This can also result in companies selling their product to the wrong people, creating an unnecessary negative impression in the market among people who might otherwise find value in it.

The bottomline is some marketers create a bad name for the rest of us because they are selling without concern for the buyer. Of course, everyone has some self interest, which is not in and of itself bad – it is when the interest is more focused on money than integrity where things go bad.

Chris also brings up the often talked about issue of transparency, which is still overused and misunderstood, but is getting more directly at the root of the bad marketer problem. According to Merriam Webster, being transparent means “free from pretense or deceit” – in short, it means being honest. As I have been saying a lot lately, “say what you mean and do what you say” – this is what leads to trust – being honest and continuing to demonstrate that honesty through your actions. Too many people misunderstand transparency to mean a completely open kimono, a view on everything going on – which is not feasible or completely appropriate. What it really means is don’t lie and make clear your intentions.

From my perspective, the bottom line here is a matter of intentions and authenticity. What are you trying to do and are you being true to yourself?

Chris speaks very eloquently to these ideals in action and lays out a great path for all marketers, but it is your point of origin where it all starts.

Are you working for a company you believe in? Are you working in a market you care about? Are you able to be human or must you uphold a fake ideal?

If you can answer these questions truthfully and affirmatively, you are a real marketer. I can proudly say that I am a real marketer, don’t you want to be a real marketer too?