Second Edition Marketing Textbook
Executive Perspective… ‘Because everyone is a marketer’
C. Shane Hunt | John E. Mello | George Deitz
There are lots of schools of all sizes that are using the new book in their marketing classes and while McGraw Hill doesn’t want us to publicly share the whole list, here are a few of the schools using our new book with your profile: University of Alabama, University of Memphis, Middle Tennessee State, Northern Illinois, University of Toledo, University of Texas-Tyler, Texas A&M – Commerce, Texas A&M -International, New Mexico State, Creighton, Cal Poly, Florida Atlantic, George Mason University, Eastern Michigan, Boston College, University of North Georgia, the largest community colleges in the states of Wisconsin, Pennsylvania, New Jersey, and Kentucky, and of course Arkansas State University. Marketing Textbook*
As an entrepreneur, Josh Brown knew that he had to have a plan. A political science major in college, Josh considered law school but instead chose to obtain his Real Estate Salesperson license, which he did shortly after graduation. He later earned his Real Estate Broker license and within a short time had sold $20 million in commercial real estate and was promoted.
Josh later pursued a new opportunity by building his own business. There, he saw firsthand the impact of effective strategic planning in helping position his company for a successful future. Today, Josh serves as a Principal in Haag Brown Development. He has developed numerous high-profile retail properties throughout the Midwest and southern United States.
What has been the most important thing in making you successful at your job?
A background of winning at small things has played a vital role in the success I have found as a young entrepreneur. Winning the multiplication game in third grade for bonus points; being the “trapper of the week” for a $50 bonus while scouting boll weevils during a summer job; and moving quickly from loading the agricultural plane with fertillizer to the office calibrating the tonnage of material needed for the crops – all were small wins that elevated my confidence that I could be successful.
My mother is my role model. She taught me at a very early age that all work is honorable. She emulated this role as a young mother attending college, working full time, and never missing a childhood activity in which I was involved. She remains my greatest fan. Meeting my future wife as a senior college student motivated me further to become successful as a provider for my family as well as a desire to be an honorable husband and father.
What advice would you give soon-to-be graduates?
Life is not fair. Sometimes you will be told no. Sometimes you will fail. At the slightest hint of success in most industries, there are more people wanting you to fail than to succeed. If you show signs of being successful at what you do, most veterans of the industry will not be your allies. Know this. Surround yourself with supporters, even if it begins with only your family. There are good people in every industry. Seek them and stay close to them. I read an anonymous quote that said, “If you aren’t a starter, stay close to the coach and be ready to play,” Always be ready to play hard for the good coach.
When you fail, know that it is okay to start over. When I was 21, I did not have much success from which to build a resume. Actually, I had more failures than successes. Later on, I finally got it. I could start over. You have not made a mistake so terrible that you cannot start over today and be whoever you want to be.
Find what you want to do and who you want most to be like. Approach them. If they cannot offer an opportunity for employment, offer to do whatever is needed without pay. Make yourself valuable to them. This could be the best career advice you will ever receive.
How is marketing relevant to your role at Haag Brown?
Marketing is Haag Brown. In real estate, as in most businesses, the product you are selling is yourself. Our clients have a specific need they want to fill; however, their ultimate investment to meet those needs resides in people, not companies. Everyone wants to be on the winning team; everyone wants to be picked first. Children learn this lesson in recess games in elementary school. Marketing is your way to tell the world, “Pick me.”
Marketing permeates every aspect of my life. As our company’s principal, I market myself and our brand every day. Marketing takes place in the community, local school functions, church, and anywhere else I find myself throughout the week. My commitment to others, my life experiences, and an appreciation for my formal and informal education produce a confidence that attracts others. My internal motivation and resolution to work hard at winning, small and big, influences how others perceive Haag Brown.
What do you consider your personal brand to be?
When people hear words like real estate, accounting, and investment, it is easy to conjure up a middle-aged man in a gray suit sitting behind a desk. I did not want that to be true of our company. I want the first image to come to mind when hearing “Haag Brown Commercial Real Estate” to be cool, fun, creative, efficient excellence. I want to portray an air of activity and motion. Our brand is ever-evolving around the foundational truths of putting our clients’ desires and wishes above our own.
My favorite brands in the world are Apple, North Face, Patagonia, Specialized, Airstream, and Harley-Davidson, among others. Thinking of those brands makes me happy: I picture myself wearing rugged winter gear while hiking huge mountains or riding cross-country. Neither of those things are likely to happen, but that is what I think of…. I would like people to feel they can conquer the commercial real estate world when they hear Haag Brown or see our logo.
What do you think the role of strategic planning is in an organization?
I think any great business needs a strong strategic plan to guide where they want to go and how they expect to get there. I personally spend a great deal of time focused on our strategic plan and the detailed steps that need to happen each day to execute on that plan. I think our strategic plan has been essential to enabling everyone in the organization to understand where we are currently and where we are going, and this focus has helped us stand out from our competitors.
[Second edition] Marketing | C. Shane Hunt – John E. Mello – George Deitz | Chapter 2 – Strategic Planning | McGraw Hill Education 2018