Time To Change Course, Again

(Sign photo by the author)

People often ask me how I went from being an engineer to a marketer. I guess, from the outside, it seems like an odd transition. One minute I’m reviewing process flow diagrams, wearing steel-toed boots and directing contractors, and the next I’m approving slogans and logos, discussing pricing strategy and tracking sales numbers.

Science Is Fun

It’s not that I didn’t like being an engineer. I did. It was so tangible to see the fruits of your labor, and it was exciting to be behind the scenes — a real life “how is it made” experience. If my engineering career was an actor’s “filmography” on Wikipedia, it would list such things as: time study on fruit snacks line to improve efficiency, elevator installation to improve working conditions, horizontal centrifuge start-up to separate vegetable proteins and bubble-assisted flotation device commissioning to reduce wastewater costs. These were important projects with positive, measurable impact and fancy-sounding, technical descriptions. To quote Dickens, “It was the best of times. It was the worst of times.” Working in manufacturing can be as rewarding as being on a winning sports team with your closest friends. It’s also hard, dirty and not-so-glamourous work to keep machines and reactions running while continuously improving safety and reducing costs.

Marketing Is Crazy Fun

So why did I pivot to marketing? And how? It was a gradual shift. I took a new role at work that expanded my responsibilities beyond manufacturing, and I started an MBA. These two decisions changed my trajectory. As I worked through both, I could see looking at the bigger business picture and being out in the world was going to feed my soul. I built on my technical knowledge and added the business, marketing and strategic experience to drive change. The challenges, people, measures for success were all different on my new playing field and intense in a different way. Instead of solving equations and drawing straight lines with my ruler, I was trying to influence buying decisions, predict behavior and build brands. These things are the proverbial Midwest equivalent of trying to nail Jell-O to the wall, or, as the Dilbert cartoon in my office said, “Marketing is just liquor and guessing.”

The marketing roller coaster is one heck of a wild ride, and I’ve enjoyed it. It gave me the chance to work with and build teams to drive change (and if we’re honest, sales) across the globe. Sometimes there was liquor and guessing, but a lot of times there were data, patterns and clear direction. We tried always to remember we were doing it to improve people’s lives, or at a minimum, be part of a healthy, safe food chain. There’s no denying it, we also had a lot of fun.

Turn Here

I’ve accepted recently I’m ready for another inflection point. After looking at several opportunities that were the same but different, I realized I need more “different” with some “same.” I’d like to explore more closely consumer behavior and psychology, partnered with communications, to drive positive change. I’m not talking about using this knowledge only to sell more widgets. I need to feel intrinsically invested in the change and see the future impact, and I need to find cool, smart people doing the same. I’m not sure where this turn will lead, but I had no idea where marketing would go when I veered from engineering. Sometimes it’s better not to know what’s ahead and just go for it, like parenting, I guess. (Note: Take my advice at your own risk. Don’t come crying to me when your son’s brand new pants are completely covered in cockleburs from “exploring”.)

I’ve turned on to a new road again. It’s not so far from where I was, but the horizon looks slightly different, and hopefully this part of the journey is full of just as many rewarding adventures as the trip here. There’s only one way to find out.