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Servant Innovation: Why Marketing Is Everything We Do


Serving others is the reason we’re all in business and the secret to staying in business and growing.  While organizations have many roles, Dave Loomis argues that everything is marketing – because everything we do is centered on delivering a product or service of value to our customers.  Companies can get caught in the “overhead trap” by becoming too reliant on core products while losing site of ever-changing customer needs.  The foundation blocks of listening (voice-of-customer), probing for desired outcomes and providing creative solutions to improve users’ jobs-to-be-done will result in successful innovation…if we are truly dedicated to serving our customers, not ourselves.

Loomis’ new book is called Marketing Is Everything We Do – How Serving Others Brings Success In Business and In Life.  It covers how to think differently about marketing, how to serve others in business and also how to serve others, personally.  The section on personal branding could be helpful to professionals at any stage of their career.  The book also features a few methodologies to simplify marketing and business planning.


Dave Loomis is President of Loomis Marketing, which provides consulting and training in B2B VOC, branding and digital transformation.  Dave is also an executive coach, particularly for marketing leaders.  He works for leading industrial B2B firms such as JLG, Hyster-Yale, STERIS, Axalta, Seaman Corp and Putzmeister.  He worked for – and continues to coach for – Dan Adams at AIM, integrating the New Product Blueprinting process into projects and education.  For many years, Dave worked as an internal consultant for the public holding company NACCO Industries, helping drive strategy for subsidiaries in coal mining, forklift trucks, kitchen appliances and kitchen retail stores.  He began his career in advertising and management consulting in Chicago.  Dave has an undergraduate degree in economics and political science from Northwestern University and an MBA from the Kellogg School.  He has also served as an Adjunct Professor of Marketing at Case Western Reserve University.

Dave is extremely active on non-profit boards, currently chairing the board of Maximum Accessible Housing Ohio and chairing the governance committee of Breakthrough Public Schools in Cleveland.

Dave is a frequent guest on industrial marketing podcasts and enjoys experimenting with new formats such as internet talk radio programs, including Clubhouse.

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