Scott Stratten is passionate about online integrity. As the president of UnMarketing, he encourages people to engage with customers rather than marketing to them. Scott has co-authored six best-selling business books. He formerly worked as college professor, a music industry marketer, and a National Sales Training Manager. Now, he is an award-winning keynote speaker, helping companies like Walmart, Pepsi, Adobe, IBM, Microsoft, Cirque du Soleil and Saks Fifth Avenue rethink their perceptions on traditional business practices.
Tune into my conversation with Scott Stratten to learn how to navigate the business world on Find Your Passion Career Podcast!
Scott has advocated for online interaction since long before the global pandemic forced the world onto Zoom. He enjoyed breakout success on Twitter, even meeting his business partner and wife Alison on the platform. He continues to utilize social media to promote himself and craft better connections.
While technology sometimes gets a bad rap, it has certainly helped us to connect with people we wouldn’t ordinarily meet. In fact, it helps us be more intentional about our relationships.
“I do like the arm’s length, and then you choose who comes past that arm and comes in for a hug, and that’s why I love virtual. I think our connections shouldn’t be limited by our literal field of view.”
Scott is also passionate about online authenticity, which led him to found UnMarketing. He wanted to help marketers to appeal to the public morally and ethically.
“I’m so forceful when it comes to integrity online and connecting in the right way.”
Stop Using Cheat Codes
In 2002, Scott and Alison were fed up with impersonal marketing practices. And so, UnMarketing emerged to challenge the mainstream view of selling a product. Built on integrity, community, and authenticity, the company strives to push for more effective, human focused processes. Rather than cold calling, Scott zeroes in on referrals and relationships, both remote and real world.
“I want to find people that care about humans, that don’t treat customers as leads only, that it’s not buy or goodbye, that you’re not snapping necks and cashing checks to try to get to the Catalina wine mixer. It’s not about that, it’s that we can treat vendors, employees, and customers at the same level: as humans.”
UnMarketing strives to put the person over profit, believing that the healthiest way to do business involves creating community rather than competition.
“When you have the endless pursuit of more, it also invites other things [like] getting the sale at all costs.”
To Scott, marketers should strive to build relationships instead of using cheat codes to mislead the customer.
To hear more of Scott’s story and his advice on integrity in the workplace, download my podcast interview with him here on iTunes!