Marketing that multiplies: lessons we'd pass on to the next generation

This World Marketing Day, we asked experienced marketers to reflect on one lesson they wish they’d learned earlier – not tools or trends, but judgement, confidence and craft that changed their marketing practice and career trajectories.

The lessons that matter most in marketing careers are rarely the ones taught formally. They’re learned through mistakes, conversations and pivotal moments – when someone takes the time to share what they’d learned the hard way.

This article brings together voices from across the marketing community, each offering one lesson they would pass on to someone earlier in their career. Not definitive answers, but thoughtful reflections – on judgement, leadership, confidence, restraint and impact.

 

What is a belief you had early on in your marketing career that you’ve since unlearned?

For years, Delia Mertiou believed marketing was about finding the perfect message to persuade people. Now, she sees it as something deeper – understanding people: their frustrations, hopes and real lives.

“The moment I stopped trying to ‘push’ and started listening properly, everything changed. Marketing became less about broadcasting and more about connection.”

That shift transformed not just how she works, but how she leads and builds relationships.

For Lourdes Oliva, the realisation was different. Early on, she felt she had to carry the weight of every opinion – and in marketing, there are always many. Over time, she’s learned that this comes with the territory. The key is staying grounded, sharing responsibility, and recognising that trying to do everything can quickly become overwhelming.

For Annabel Elliott-Browning, the belief was that great marketing is driven by originality – the clever hook, the standout campaign, the big idea. What experience has shown her is that the strongest marketing outcomes come from consistency and coherence: showing up with a clear point of view over time, telling the truth repeatedly in different ways, and building trust through follow-through. Creativity still matters – but its most powerful when anchored to a narrative people recognise, return to and believe.

 

What’s one lesson you wish you’d learned earlier in your career?

“If I could sit down with my younger self, I’d say: ‘Focus on direction over speed.’”

For Delia, chasing speed and hustle once felt like progress. But leadership requires something different – slowing down to gain clarity around purpose, audience and value. Once that clarity is in place, decisions become sharper, teams gain confidence, and partnerships form more naturally. Clarity isn’t a nice-to-have, it’s what turns good work into meaningful, lasting impact.

“I wish I’d learned sooner that saying no is sometimes just as important as saying yes.”

Earlier in her career, Annabel felt marketing had to prove its value – and that meant always saying yes. Every request, every meeting and last-minute pivot. It appeared supportive and kept stakeholders happy, but it diluted focus on the work that matter most. When you protect focus, you don’t just do better work; you model healthier standards for your team and create space for creativity and strategic thinking to thrive. In the long run, that delivers far more progress than saying yes to everything ever could.

“The importance of believing in your ideas and communicating them with confidence.”

For Jaya Kypuram, the lesson was about confidence. Earlier in her career, she underestimated the value of her own perspective. She now sees that assertiveness isn’t about being the loudest voice in the room – it’s about trusting your expertise, speaking with purpose, and recognising the value you bring.

“Less is often more.”

For Lourdes, another lesson emerged over time: clarity, focus and simplicity often create far greater impact than trying to do too much at once. Just as importantly, she recognised how much her personal values shape her work. The stronger her connection to what she’s marketing, the more naturally ideas flow – and that’s where the real difference is made.

“It’s important to build relationships with key stakeholders, as well as with people in the wider industry.”

For Lynsey, one of the most valuable lessons has been the power of connection. Strong relationships with key stakeholders strengthen day-to-day work, making collaboration smoother and outcomes more effective. At the same time, building a network across the wider industry opens up opportunities — from knowledge sharing to new partnerships — helping marketers stay informed, inspired and connected beyond their immediate role.

A moment to pause

World Marketing Day is a moment to pause and recognise the value marketing brings – but it’s also an opportunity to look forward. To ask what we’re passing on, who we’re supporting, and how we’re helping others move from doing more to doing better.

So perhaps the best way to mark today is with a simple question: what’s the lesson you’d pass on – and who could benefit from hearing it next?