Marketing
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People Anatomy™
A spotter’s guide to the men and women of finance.
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Not to be confused with sales, marketing are the people who — very much against every instinct they have ever had — are obliged to make the posters look nice and ensure the LinkedIn presence and general advertising and public persona of their own employer resembles, in every dimension, that of every other financial services firm in the developed world. As a matter of fact, each of them is trying to ape Goldman.
Marketers will toy with excellent ideas like behavioural economics — might even get some budget allocated to try them out — but won’t ultimately have the institutional gravitas to persuade[1] anyone else stick with it — see also plain English — and will eventually find their precious initiatives junked, while the CEO will continue to talk publicly like some speak-and-spell who has been reprogrammed by a malevolent management consultant.[2]