image courtesy of gavinbell

Which one are you?

In a recent post announcing his new book, Craig Lefebvre shared the following insight for students of social marketing:

“There are many books to choose from to learn about social marketing. This book encapsulates how I have taught my students, by preparing them to be ‘chefs,’ not ‘cooks.’

Most social marketing texts are good at showing you ways to ‘cook,’ or prepare, a social marketing program with a basic menu of steps and tactics. My aim is higher – to provide you with frameworks you can use to create menus, new combinations of tastes, and most important, to assist you to learn a variety of ways to understand and work with the people you wish to serve…”

You can pre-order Craig’s book, Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being and the Environment (I already did!). As a note of disclaimer, Craig and I now work together at RTI International, but if you’ve been following this blog over the years, you know I’m been a fan and pupil of his work for quite some time.

May we all aim to be masters of our kitchens, especially the messy ones.