The Seven Year Itch
Posted by ablack on Apr. 28, 2015 / Subscribe 0
My technical colleagues ask me all the time why marketing people are so “finicky.” It appears that we are guilty of changing jobs frequently over short periods of time. In comparison to whom I’m not really sure, especially throughout the recession, but somehow the stereotype stands. Having amassed nearly 16 years in the profession, I can now say with confidence what I have long since suspected…and I declare it to whomever asks me with a somewhat comical response. I say simply this: “THE SEVEN YEAR ITCH.” Let me explain…
The phrase “seven year itch” has been around for quite a while and has been used to describe any number of conditions including rashes, punishment for bad behavior (huh?) and even hopeless situations (double huh?). But the more modern acceptance of the phrase has to do with reaching a metaphoric fork in the road at the seven year mark of a long-term relationship (or marriage). Epitomized by the 1955 movie starring Marilyn Monroe, it’s a phenomenon that is actually backed up by psychological studies showing this point in time as a period of general restlessness and angst. And the relationship between a marketer and their firm is not much different.
In the early years of our careers, we are incredibly enthusiastic with a seemingly endless amount of energy primed to tackle the marketing world. Whether it’s because we are so young in our occupations or just plain naïve is debatable, but regardless of which it is, we are pretty much willing to do whatever it takes during this phase. You need me to work until three in the morning? No problem! And you want me to come in this weekend, too? Sure thing! Both days? You got it. Did I mention that we somehow manage to do all of this with a smile?
The “honeymoon” phase in a marketer’s profession is not dissimilar to the “honeymoon” phase at the beginning of a serious relationship. Dismissing tedious flaws and red flags in favor of massive rationalizations are a mainstay of this chapter, and in both scenarios we risk forfeiting quite a bit of ourselves in the process. We tread dangerously close to becoming someone that our friends used to know and used to hang out with; two years in and we are barely recognizable as ourselves.
Enter the “temptress” firm…donned in a white flowing dress, luring us away with the promise of “a little affection” (i.e. more money and a better work-life balance) as Marilyn suggests to her co-star Tom Ewell in the famous “subway scene.” This is why so many of us move from firm to firm and on such a predictable two year cycle; this is why we come across to so many in A/E/C as “finicky” job hoppers. Basically, our relationship has soured and we haven’t yet figured out why. All we know is we had NOTHING to do with it LOL! I actually had a two to three year rebound cycle and at three separate firms early on in my career. The job roles were always the same, but there was something forever holding me back from fully committing to any of them.
I was at my fourth (and current) firm, and coincidentally also at my seven year mark (in A/E/C), when I first started to hear people say to me: “You’ve changed. What happened?” Initially, I wondered what they were talking about. After all, I was still the same person. But their inquiries prompted me to give this perceived “change” some considerable thought. What HAD actually happened?
At that particular point in time, I had been with my firm for a little over a year and I had no intention of leaving. I had staked my claim on the position, and was functioning much more decisively both as a team member AND as a team leader. I had also reached a point where I was more willing and able to own and manage my own workload. I was like “hey…why am I killing myself for a snowball’s chance at winning this pursuit? Especially during the wee hours of the morning. What am I thinking?” And I became much more assertive about it.
Then it hit me like a ton of bricks. I had reached the “fork” in my professional life; that “seven year itch” point when you decide you’re going to buckle down and stick with it or you’re going to bail. Like the point in a relationship when you’re NOT yet married and you are wondering what the other person is waiting for. But making THAT kind of long-term commitment means “sugar-coating” the flaws goes out the window; you have got to “grow a set” and own yourpart in the relationship if you want it to LAST. And that’s what I had done!
Pushing past the “seven year itch” and coming out committed on the other side is an important rite of passage that not all marketers will achieve. What can I say? Some of us are just destined to be wooed by the “temptresses” of A/E/C. But those of us who do reach this point are no longer distracted by white dresses and blowing subway vents. Instead we start wondering why some ditz is standing over a fan without giving a care in the world about shining the entire modern civilization with a view of her “moon.” Thanks, but no thanks…we’ll just work on improving the job that we’ve got…
Which brings up an interesting twist to this analogy. If you ARE “married” to your firm, like I have been to mine for the past decade, then how does one keep things fresh and interesting? I say don’t be afraid to spice things up! Hey, what you do in your relationship is your business (hee hee hee), but strapping on your red “power” pumps certainly commands attention…and in both instances! Assert your voice and become a force to be reckoned with. Establish boundaries and SHARE your opinions. Have confidence in your portfolio of knowledge. You know what you‘re doing…
It is actually this attitude adjustment that led my colleagues to take notice of my abilities, ultimately earning me a seat at the “big boy’s” table. And if you’re anything like me, once you get to this point, there is NO GOING BACK. The animal has been let out of its cage! If you have eclipsed the “seven year itch” and come out the other side a stronger marketer, when did it happen for you? Was it actually at the seven year mark? Was it sooner? Or later? I only ask because you don’t HAVE to wait seven years before you take the bull by the horns and make this transition. Despite the label, you can actually sidestep years of heartache if you have the vision and drive to make it happen.
About the Bloggers: Brandi Barr is SMPS Arizona's 2015 Education Chair, is a marketer and business developer by day, mom of three and wife 24/7. When not chained to her office, she's an avid sports enthusiast with four fantasy football teams and a passion for the San Francisco Giants. Recently crowned the 2015 Marketer of the Year, she buddied up with the Inaugural 2014 Marketer of the Year, Amy Villasana-Moore CPSM, on this quirky little blog post and was pleasantly surprised by Amy's movie buff contributions.
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