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\u201cLeading with the who is something people want to jump right past.\u201d No, my guest this week wasn\u2019t talking about the band The Who. We were talking about why it\u2019s so important to start with the customer\u2014the who\u2014in mind. This seems easy enough and yet \u2026 I discussed being a generalist, naming, and customer-journey mapping with Nancie McDonnell Ruder, fonder of Noetic Consultants, this week on the On Brand podcast.\nAbout Nancie McDonnell Ruder\nNancie McDonnell Ruder\u2019s 25-year career began at the Leo Burnett Company where she worked in account management and strategy for Procter & Gamble, Eli Lilly, The Gap, Lexmark Computers and Hoerchst Marion Rousseau. In 2002, Nancie founded Noetic Consultants with the goal of becoming an effective extension of her clients\u2019 teams. The word \u201cnoetic\u201d is related to one\u2019s intellect and thinking. Nancie chose this name for the company because it reflects her team\u2019s commitment to helping clients strategically think through their challenges so that, together, they can take the actions necessary to get to the best possible outcomes.\nNoetic\u2019s clients have included Samsung, PepsiCo, Nike, Marriott, Mayo Clinic and Discovery, Inc. She is also the author of Jack and Jill Went Up the Hill: How Senior Marketers Scale the Heights Through Art and Science, and the creator of the Noetic Art & Science Assessment \u2122.\nNancie is actively involved in many industry, education and community endeavors:\n\n2018 Enterprising Women Champion: an international award for female entrepreneurs whose fast-growth companies also invest in significant community efforts\n\nSpeaker at the 2016 and 2017 4A\u2019s Strat Fest\n\nAdjunct professor at Georgetown University (my undergraduate alma mater) teaching Marketing Strategy\n\nMember of DC Chapter of the Women\u2019s Presidents Organization\n\nAdvisory Board member of Accelerent, a business development consortium designed to serve the business community and Enterprising Women Organization\n\nEpisode Highlights\nWhat does Jack and Jill have to do with marketing? Nancie used this classic storytelling framework to tell stories on how marketers succeed today. She also used it to address the common misconception \u201cjack of all trades, master of none.\u201d\n\u201cToday it\u2019s important to be a generalist.\u201d This runs counter intuitive as many\u2014especially in the agency world\u2014are told to specialize. That doesn\u2019t matter as much as being a good leader and, as Nancie notes, deciding \u201cwho you assemble on your team.\u201d\nWhat are the biggest things most marketers and marketing students miss? As an educator at Georgetown and ANA workshop leader, I couldn\u2019t wait to ask Nancie this. \u201cStarting with the customer in mind.\u201d How can we do better at this? \u201cI\u2019m a big believer in the Who, What, How Framework. We also do a lot of customer journey experience mapping."\nWhat brand has made Nancie smile recently? Nancie pointed us to Casper Mattresses. They have a \u201cmake-you-smile voice\u201d that reinforces our \u201clove affair with sleep."\nTo learn more, follow Nancie on LinkedIn and Twitter and check out her marketing book Jack and Jill Went Up a Hill on Amazon.\nLearn more about your ad choices. Visit megaphone.fm/adchoices