Positive Contribution.

Today's Marketing Cookie gives me an opportunity to talk about the most important marketing project that I've had in my entire career. I've worked with gigantic Fortune 1000 companies as well as cool start-ups, but none are so important. I've helped companies sell more sports equipment, ice cream and medical devices, but none are so noble. I've helped marketers meet their goals, get promoted, and grow their businesses, but none are so critical.

I once had an engagement with Shriner's Hospitals For Children-Boston, a world-class hospital that is set up to care for children who have been severely disfigured by all types of burns, birth defects and abuse. Shriner's is a philanthropic hospital that provides excellent care for children, regardless of the family's ability to pay, yet most of the beds remain empty. They literally have the world's best burn facilities, specialists and plastic surgeons, but children are not being referred from other hospitals. It would be my job to build awareness for Shriner's and possibly help save a child.

I remember going for a marketing kickoff meeting on Halloween. I was speaking to their leadership team about their marketing plans, and then suddenly I could hear children laughing outside the conference room door. I was told that they were having a special Halloween parade for the children and suggested that I go into the hallway to hand out some candy to the kids.

When I opened the door, I was greeted by excited little children wearing brightly colored costumes like Cinderella, Snow White and Superman. I could see joy in their eyes, and hear their giggling, but some had been burned so badly, that they couldn't move their mouths enough to smile. As I handed candy to a mother and her three little children, all of whom had severe burn injuries, I became determined to succeed. 

In that moment the project become more important than just marketing. I knew that leveraging my expertise for Shriner's and by doing the best I could to raise awareness for these children, perhaps this could be my postive contribution to mankind.