I took an hour at lunch today to hear a lecture by Margaret Atwood. She was a special guest at Congress 2012 hosted by the University of Waterloo and Wilfred Laurier University. I don’t get out much that much — so I took a little field trip into my past life.

Universities are intriguing microcosms of intellectual life. I’ve often wondered why an academic lecture is presented in the most boring way possible. Margaret Atwood, a remarkably creative and clever woman, was buried behind a podium for an hour, reading her “lecture.”  The questions asked after were neither engaging or interesting… but more, well, academic.

I admit, the days of presenting to academics are over for me…. I now must launch client’s messaging into the competitive marketplace. That challenge is fascinating.

You see, the market place is open to creative and innovative story telling, design and tactics. The format is changing on a regular basis. While academics ponder the longevity of publishing houses, the printed page and the humanities, the real world is engaged in reading real books, actively choosing the printed page AND e-text and living compassionate lives in relationship with their friends, family and neighbours.

As a marketer, I need to be relevant, engaged and aware. I do not have the academic format that is protected by the institute. I have the privilege and honour to write, design and create to engage, intrigue and tempt.

Really…. what could be more fun!