Luis Derechin CEO of JackBe suggested that I read up on Mary Kay Ash and the way she ran her business.

He felt that her model for invigorating her network of Beauty Consultants would shed some light on how to build and implement a Community Driven Marketing engine.

So, I picked up More Than a Pink Cadillac: Mary Kay Inc.'s Nine Leadership Keys to Success.

While the prose was a bit lacking and dry, the points were clear.

When it comes to the three phases of building a CDM engine (Identify Your Raving Fans, Cultivate Them, and Activate Them), Mary Kay over-invested in the Cultivation stage.

Which makes sense.

If you are doing something remarkable, you are going to have some Raving Fans, so identifying them isn’t so difficult.

And, once they are passionate about you, they are willing to go out and spread the word on your behalf. Coming up with the menu of options for them is work, but not the most challenging part. More iterative.

The migration from Raving Fan to willing customer marketer is where community cultivation comes in.

So, the 9 keys?

1. Create and Maintain a Common Bond
2. Create the Future: Think and Act Strategically
3. Make Me Feel Important!
4. A Pink Cadillac in Every Garage: Motivate Others with Recognition and Celebration
5. The Heritage Department: Never Leave Your Values
6. A Laurel Sat upon Wilts: Innovate or Evaporate
7. God, Family, Career: Foster Balance
8. Have a Higher Purpose
9. OK Never Does It: You’ve Got to Be Great

Next time I see a Pink Cadillac, I may have some investigative reporting to do.

 

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