Marketing Gumption defined

People with gumption have common-sense and the courage to use it when it’s needed. To the uninitiated, marketing can seem inaccessible, and for those working in social change, inappropriate.The m-word is taboo.

But successful marketers have bags of gumption – marketing is based on what works in practice and from understanding how real people think and behave, although the jargon may make it seem more complicated than that. When I teach students a marketing theory or tool, the ones with gumption tend to say “Ohhh. But that’s just common-sense! I do that all the time. I didn’t know there was a name for it.”

In my work with organisations that are trying to change the world for the better, I see lots of potential for a bit of marketing gumption to help them get there quicker and more efficiently. Whether it’s in how they develop new services, make people aware of them or build relationships with stakeholders.

This blog is a place for me to share with you ideas and examples of how marketing gumption can make a difference and hopefully inspire you to give it a go.