Copernican Revolution

People always ask about our name—where did we get it? Who is Copernicus?

Here’s the story—we take our name from the sixteenth century scientist Nicolaus Copernicus who changed the world when he proved the sun, not the Earth, is the center of our solar system—the essential star around which all other planets revolve. He sparked a revolution that paved the way for a major shift in our understanding of the universe by using scientific methods—arcane mathematical analysis of 1000 years of astronomical data.

At Copernicus Marketing Consulting, we believe that marketing, not finance or operations, is the center of the business solar system. We should note here, when we say marketing, we don’t mean silly advertising, golf outing, or buy-one-get-one-free loss leaders. We mean solving people’s problems with products and services at a profit. It is the engine that drives business growth.

There’s some evidence that CEOs and other senior executives are coming around to this view. In an oft-quoted blog entry, Association of National Advertisers president-CEO Bob Liodice wrote that today, “CEOs understand that the pathway to higher shareholder value is through the marketing department’s door.” We’d say this is still more an aspirational statement than a factual one at this point. CEOs generally aren’t turning to marketing when sales are lagging; they are turning to their accountants to find ways to cut costs and their operations folks to streamline manufacturing, stores, and so on, long before going to their CMO for input.

Marketers CAN change this. We can help you start your own Copernican revolution in the way your firm thinks about and practices marketing.

Ready to get started? Visit our marketing consulting and research services or contact Ami Bowen at (617) 449-4179 or ami.bowen@copernicusmarketing.com.