Three Traits of Great Marketers.

I like to interview everyone whose about to join my team. So far, I’ve successfully done this with a team of up to 40 people. If the chance happens again, I think I’d shoot for 200+ easily.

To some extent, I’m looking for a good culture fit but that concept has become commonplace and intangible. Culture at most companies is a series of synonyms stitched in a different order. And yes, I’m also checking for individual skillset and their ability to fill our role.

But likability and capability aren’t enough to set people apart. Those that stand out tend to have a spark about them. One that I specifically try to seek out and one that I’ve gotten better at spotting over the years by looking for a few common traits.

1. Curiosity

My favorite interview question to pose to a candidate is, “What do you like to do in your free time?”

It’s a question that most interviewees aren’t ready for which always results in honest answers. Most responses are predictable. “I’m a foodie so I love trying new restaurants.” “I like to spend time with my friends and go hiking.” “I’m really big into exercising.”

But every once in a while I’ll get caught off guard. “I’m a designer but I’m learning Python right now.” “I complete one 1000-piece puzzle every week.” “I visualize the audio waves of music and sell it as artwork on Etsy.”

I can’t say I relate to all these endeavors but it's a strong signal that this person enjoys learning because they innately possess the curiosity gene. A desire to challenge oneself, solve problems, and create without any outside provocation. It’s actually quite amazing how only a few people pass this - how few people have actual hobbies.

I’ve found that the best marketers are constantly curious. They search for a different angle to approach the same problem we’re all faced with. Curiosity drives self-motivation. It creates empathy. It makes people limitless.

1. Creativity

I’m going to drop a cliche quote - I’m sorry in advance.

“Creativity is just connecting things” - Steve Jobs

Creativity is the byproduct of curiosity. The more curious someone is, the more they’ll be exposed to, the more questions they’ll ask, and the more connections they’ll make.

Individuals who are truly creative are also unrelenting. They won’t settle for the same outcome and quality as last time. Their best project will be their next one because they just can’t shut off that evolutionary momentum fueled by their creativity.

Marketers – whether they're in growth or content, design or strategy – have to be unrelenting and constantly trying to improve. Today's marketers have so many more chances to experiment that this is becoming even more important of a character trait.

1. Clarity

Of all the traits great marketers possess, clarity is the one that's hardest to identify and most uniquely associated with marketing.

I have two favorite quotes of all time. One of them is, “If I had more time, I would’ve written you a shorter letter.” It’s a quote without definitive attribution but one that has stuck with me for years. I’ll share my second favorite quote when the time is right.

This quote celebrates the storytelling process but, more specifically, it honors the editing process. Our job as marketers is to tell the strongest story possible by editing all the information presented. Those stories can be told with words, with design, and, increasingly, with data too.

The best marketing is the result of great editing. Great editing is what delivers great clarity.

Over the years, I’ve become obsessed with finding clarity in all aspects of life. Clarity is a fragile process that changes over time and always needs to be fine-tuned. Clarity can be gained but it can also be distributed. When you witness moments of clarity it’s like witnessing magic. Magic makes for great marketing.