Stories (with lessons) about what she made in marketing

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Here are some lessons from Virji that emerged in our discussion.

Be mindful of the ‘curse of knowledge’
This is a cognitive bias where once we know something, we find it hard to imagine others not knowing it. It's an easy trap most marketers will fall into from time to time, which inadvertently kills results. Virji shared detailed examples of what she sees, the trap she fell into, and what she does to overcome it now.

Have a measurement plan in place *before* even creating content
Why is it that most marketers only think about czech republic whatsapp resource measurement as the last step? The true path to high impact starts with aligning content goals to business goals, and then determining key outcomes and how you'll measure them. In her book, Virji talks about the concept of backward design, and she shared details and examples of how to put it in place, along with an easy-to-replicate framework the audience can follow.

Focusing on inclusion is of absolute, critical importance
DEI isn't just a fancy corporate buzzword – the content we marketers put out into this world can either reinforce stereotypes or ideally, can help break them and help more people feel seen, valued, and included. The best part? It's *great* for business. Virji shared an example of how she applied this to her creatives. Also, as an example of the business opportunity, she discussed Rihanna's Fenty beauty campaign.

Virji mentioned that the focus should always be on authentic stories that ring true. As an example, she discussed Jay Leno’s interview of Rita Wilson. Wilson discussed the movie ‘My Big Fat Greek Wedding.’ She knew it would be popular with the Greek community, but then was surprised how widely it resonated. Virji credits that success to having a story about a specific community that had universal truths, so everyone could see themselves in it. “I totally have an aunt like Aunt Voula,” she said.