I've built my career on setting up marketing departments where none existed before (I know! It's cool; neurodiverse work heaven, equal parts challenge and joy).
It's a job I love.
Get me in a room with a massive whiteboard and a group of blokes who are in varying degrees of "why is she here / what would she know / get her out of here," and I'm in my own kind of fun survival game.
I tell every room of them the same story.
And while the 5% I call my active recalcitrants will never be open enough to hear it, for the other 95% this is the one story I've got that lands what great marketing really is.
(No lectures in commerce, funnels, or the difference between CPAs, CPLs, MQLs and SQLs required.)
You're at a cocktail party.
You've just met Brad.
You're chatting (well, you're probably not chatting. Brad's chatting).
Brad is telling you about his car, his promotion, the amazing suburb he just bought into.
Brad is very good on paper.
And yet, you are looking over Brad's shoulder, scanning the room for the trusted person who you can signal to come and save you.
Why do we all instinctively know what it feels like to be scanning over Brad's shoulder for a saviour at a cocktail party?
Because we all know what it's like to be trapped in someone's story about how good they.
It's like we asked for some kind of features-and-benefits shower, but we've got our own problems to deal with.
And if I can leave you with no other impression of marketing, may this forever be it:
Don't be the person telling everyone how good you are and missing how tough their day has been.
If you are authentic (and if you made it this far, I know you. Brad left three scrolls back), then your marketing can be too.
High on empathy? Me too!
Low on bullsh*t acceptance? Hell yes!
Got time to listen to Brad when he can't be bothered to relate to your problems? Nah, me neither. Wanna go get a margarita?
Honestly? I've got the degrees in commerce and marketing, communications, psychology and journalism, and I still believe that Brad is the best way to understand Marketing.
(bless his cotton socks, it's just occurred to me that Brad has delivered value after all...)
Your people – team, partners, prospects, channels, clients, all of them – are going through some real life chaos.
Just like you are.
So let them know you exist and show them some empathy.
Then, when they have a problem you can solve, they'll know you can. And they'll get in touch.
When they get in touch? Do your best to solve their problem or put them in touch with someone who can.
They'll want to talk to you at every cocktail party forever.
And the real pay off? You'll both enjoy the chat.
Apologies to any nice Brads out there... I'm sure your house/watch/car/biking–lycra is very lovely.
By Suzanne Hevey
Founder, Gro Me
Published: 18 March 2026
Melbourne, Australia