Strands of Genius: Seth Matlins + The 2030 Forecast
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
Let’s be honest: forecasting is always an iffy proposition, no matter who does it, how much data we analyze, and how many trends we consider. Too many variables can change the trajectory of what might seem a rock-solid conclusion. Both “known unknowns” and “unknown unknowns” pile up as time advances and can turn a forecast into a fool’s errand.
:: DIVE IN | THE INTERVIEW ::
SETH MATLINS, MANAGING DIRECTOR, FORBES CMO NETWORK
>> Seth Matlins guest curated Strands on August 31st, 2023. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
My career is pretty linear in retrospect, but didn’t play out that way in real time. From its beginnings, I've always played on the periphery of “traditional” marketing but, now, the periphery is pretty traditional. As for what keeps me busy these days, borrowing from over 20 years in and around Hollywood, I think of what we do as being an “agent” for marketing and chief-marketers, both of whom need better marketing themselves.
What excites you most about what you do?
The possibility of creating impact at scale.
What beliefs define your approach to work? How would you define your leadership style?
I think marketing has lost the thread and control of its own narrative (ironic, this.) We have become an practice of prefixes, checklists, and confuse tactics with strategies with objectives. It's all just marketing, and despite how much has changed (and will) it's still just the practice of capturing attentions and influencing intentions. But we've become so distracted by change, we lose sight of what hasn't...which is why people buy. As for my leadership style, it has some fluidity based on who and what I might be leading, but I like to think that empathy is a through-line.
What has been the most rewarding project you’ve worked on and why?
Hands down, the CVS Beauty Mark. Born of a failed entrepreneurial venture, and a Congressional Bill I authored (The Truth In Advertising Act, introduced in 2014 and again in 2016), the Beauty Mark is a commitment by CVS not to photoshop their ad/in-store creative and, more importantly, to use their influence to encourage the biggest beauty brands in the world to consider the impact photoshopping the human form into something it's not has had on the mental, emotional and physical health of generations of girls and women (and increasing numbers of boys and men.) The industry has embraced the program since its introduction in 2017, and it has literally changed the face of beauty.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
Given the breadth, depth and import of the question...“it depends” is probably the most precise answer. It depends on who I'm talking to and about what, but using our privilege(s) and platform(s) to create a more inclusive and equitable world has always—and long before BLM—been a focus for me. In fact on Juneteenth, we release the inaugural Forbes Progress Report, exploring what some of the largest US companies have done to further racial/ethnic diversity and equity in and out of their orgs since George Floyd's murder, 3 years ago.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
I think "work/life" is about as useful a binary as "brand/performance." IMO, there is life and sometimes we work. Me, I work a lot. I love work. I love that there is most nothing in the broader world that isn't relevant to my job. As for play, I'll admit to having lost some sense of it, and use my not working time mostly to connect with those I love and like, including myself.
What’s your media diet? Where do you find inspiration?
I'm a big scroller/reader/watcher, and inspiration comes in moments from within that process.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
My first job was as special events coordinator for Evian in the US, where i was the 3rd person in the marketing department, for what was about to become the fastest growing brand in the fastest growing category in the supermarket. Basically, my job was to go to tennis tournaments and place coolers, banners, and hand out (ie sample) Evian. It's my 2nd week on the job, and I'm sitting in my little cubical and the CEO comes by and says “Hey, Seth! What'd you do to move the business forward today?” And while I hadn’t done much, in that moment he taught me that even the kid who was hanging banners was connected to moving the business forward. An essential lesson, early.
You can keep in touch with Seth on LinkedIn.
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faris & rosie & ashley | your friends over at geniussteals.co
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