Introduction to Kristine Widtfeldt

Kristine Widtfeldt is a Fractional CMO who loves startups, brand building, content strategy and marketing innovation. She’s customer focused and good at targeting audiences and getting people to take action. Her mantra is, “If you’re talking to everyone, you’re talking to no one.”

For over 20 years Kristine has been CEO, CMO, VP and President for big brands in consumer goods, services and education. She’s also been a film critic, magazine editor, broadcaster, executive coach and ghostwriter for many books and training courses.

Table of Contents

• Who is Kristine Widtfeldt?
• Current Projects that Excite Kristine
• Tactical and Strategic Digital Marketing Advice from Kristine
• Where Does Kristine See the Future of Digital Marketing?
• How to Get in Contact with Kristine
• Key Takeaways from Kristine Widtfeldt’s Marketing Wisdom
• Kristine’s Parting Wisdom

Who is Kristine Widtfeldt?

Early Life and Education

Kristine has lived in many places across the US – Kentucky, Washington, Texas and Utah – as a child of two teachers. This has given her a sense of adaptability and a broad view.

In college, Kristine studied English because she loved to read, write and speak. She thought this would open doors and it has throughout her career.

The Value of an English Degree

Kristine says an English degree is versatile, “All jobs are communication jobs.” She says the ability to read, write and speak well is a great foundation for any career path. When asked about the practicality of an English degree Kristine says, “What can’t you do with that?”

Journey into Marketing

Kristine didn’t take the traditional path into marketing. She had doubts about the field and viewed it through a narrow lens. But her perspective changed when she realized marketing is about adding value and showing that value to an audience.

Her first real marketing experience was at a small ad agency near Brigham Young University in Provo, Utah. She started in project management and quickly loved the variety of clients and their problems. That led her into messaging and brand building and then full time marketing roles.

Current Projects that Excite Kristine

Rebranding an Education Service

One of Kristine’s current projects is rebranding an education service. She loves this because it’s pushing the boundaries in a very traditional industry. Kristine is working with a forward thinking leader who is open to big change and reinvention.

This project is about bridging the gap between education institutions and their students, because students are often more comfortable with modern platforms than the institutions themselves. The goal is to create a more agile and responsive brand that speaks to today’s learners.

Merging Different Brands

Another project Kristine is working on is helping a client merge several different brands. This requires careful consideration of whether to go for a “house of brands” or “branded house” approach.

Key aspects of this project:

• Creating a story for the new “blended family” of brands
• Uniting or keeping separate the social media presence of each brand
• Balancing the strengths and identities of each brand within the new structure

Tactical and Strategic Digital Marketing Advice from Kristine

The Importance of Strategy Before Deployment

Kristine emphasizes the need for thorough strategy development before rushing into deployment. While the digital landscape allows for quick iteration, she believes in the principle that “perfect practice makes perfect.” By organizing your strategy and messaging upfront, you can achieve better outcomes and reduce the need for extensive iterations.

Understanding Your Target Audience

Kristine stresses the importance of truly understanding your target audience. She advises against casting too wide a net, which can lead to generic messaging that fails to resonate with anyone specifically. Instead, she recommends:

1. Be fearless in narrowing your target market
2. Create messaging that makes your ideal customer think, “That’s for me!”
3. Dive deep into understanding your audience’s specific needs and preferences

The “Flow, Go, No” Approach

Kristine introduces a concept she calls “Flow, Go, No” to help individuals and businesses identify their strengths and allocate resources effectively:

• Flow: Tasks that you enjoy and excel at naturally
• Go: Tasks you can accomplish but may not be your passion
• No: Tasks you struggle with or should delegate

This approach can help business owners focus on their strengths while delegating or outsourcing areas that aren’t their forte.

Competitive Analysis and Differentiation

While some motivational speakers advise against focusing on competition, Kristine believes in the value of competitive analysis. She recommends:

1. Studying competitors to understand the market landscape
2. Identifying what competitors do well
3. Aiming to be different rather than just better
4. Finding a 10-15% differentiation factor that sets you apart

Kristine notes that success often comes from being slightly different rather than entirely new. This approach allows you to capitalize on existing market awareness while offering a unique value proposition.

The Power of Small Differences

Kristine emphasizes that a 10% difference can be enough to win in the market. This difference could be in various areas:

• Product features
• Packaging (e.g., recyclable materials)
• Shipping policies (e.g., same-day or free shipping)
• Promotional strategies (e.g., regular BOGO offers)
• Design aesthetics (e.g., a unique color scheme or style)

The key is to find a differentiator that resonates with your target audience and aligns with your brand identity.

Balancing Quantitative and Qualitative Data

While data-driven decision-making is crucial, Kristine warns against over-reliance on analytics. She calls this the “illusion of precision,” where marketers might focus too much on granular data points at the expense of qualitative insights. She advises:

1. Use data as a guide, not a sole decision-maker
2. Incorporate qualitative feedback through customer conversations and focus groups
3. Balance dashboard metrics with real-world observations

Common Mistakes in Brand Messaging

Kristine identifies several common mistakes brands make in their messaging:

1. Trying to appeal to too broad an audience
2. Rushing to market without a solid strategy
3. Creating generic messaging that fails to resonate with anyone specifically
4. Neglecting to clearly define the target persona

To avoid these pitfalls, she recommends slowing down, focusing on strategy first, and being specific about who you’re trying to reach.

Where Does Kristine See the Future of Digital Marketing?

Democratization of Marketing Tools

Kristine foresees a future where marketing tools become increasingly accessible and user-friendly. This trend will lower the barrier to entry for businesses of all sizes to engage in effective digital marketing. However, she cautions that easier tools don’t negate the need for strategic thinking and creativity.

The Role of AI in Marketing

While acknowledging the potential of AI in marketing, Kristine advises caution:

1. Use AI as a foundation or starting point, not a complete solution
2. Think of AI-generated content as the “chicken stock” for your marketing “soup” – you still need to add your own ingredients to make it unique
3. Be aware that AI-generated content can often be easily spotted by discerning audiences
4. Focus on adding personality and human insight to AI-generated foundations

Emphasis on Messaging and Communication

As technology simplifies many technical aspects of marketing, Kristine believes that the focus will shift more towards messaging and communication skills. Marketers will need to excel at crafting compelling narratives and connecting with audiences on a human level.

Continuous Learning and Adaptation

Given the rapid pace of change in digital marketing, Kristine emphasizes the importance of continuous learning and adaptation. She encourages marketers to stay curious, explore new tools and techniques, and be willing to pivot strategies as the landscape evolves.

How to Get in Contact with Kristine

For those interested in connecting with Kristine or learning more about her work, she offers two primary channels:

1. LinkedIn: You can find Kristine on LinkedIn under her name, Kristine Widtfeldt. She welcomes connections with individuals who inspire her to be better.
2. Website: Visit Kristine’s website at brioandzing.com. The name “Brio and Zing” reflects her philosophy: “brio” represents bravery, while “zing” signifies putting your own stamp on things. Together, they embody her belief in living life bravely and making a unique impact.

Key Takeaways from Kristine Widtfeldt’s Marketing Wisdom

1. Communication is Fundamental: Kristine’s background in English has proven invaluable in her marketing career, reinforcing the idea that strong communication skills are essential in any field.
2. Strategy Before Tactics: Always develop a solid strategy before rushing into deployment. This approach leads to better outcomes and fewer iterations.
3. Know Your Audience: Be specific about who you’re targeting. It’s better to resonate strongly with a narrower audience than to be generic and appeal to no one.
4. Embrace Differentiation: Success often comes from being slightly different rather than entirely new. Find your 10% difference and leverage it.
5. Balance Data with Intuition: While data is crucial, don’t neglect qualitative insights and real-world observations.
6. Adapt to Technological Changes: As marketing tools become more accessible, focus on developing your strategic and creative skills to stay ahead.
7. Use AI Wisely: Leverage AI as a foundation, but always add your unique human touch to create truly compelling content.
8. Continuous Learning: Stay curious and adaptable in the ever-changing landscape of digital marketing.
9. Find Your Flow: Identify tasks that come naturally to you and focus on those areas where you can add the most value.
10. Be Fearless: Don’t be afraid to narrow your focus or take risks in your marketing approach. Sometimes, the most impactful strategies come from bold choices.

By following Kristine Widtfeldt’s advice and insights, marketers and business owners can navigate the complex world of digital marketing with greater confidence and effectiveness. Her emphasis on strategy, audience understanding, and continuous adaptation provides a solid framework for success in an ever-evolving field.

Kristine’s Parting Wisdom

To wrap up our insightful conversation with Kristine Widtfeldt, we asked her two final questions that we pose to all our guests:

If you could go back in time and give your younger self some advice, what would that be?

Kristine offered two powerful pieces of advice for her younger self:

1. “Don’t worry, it’s all going to work out.”
2. “Take the job you love, not the job you think you have to take.”

These nuggets of wisdom reflect Kristine’s philosophy that things tend to fall into place when you follow your passion. She emphasizes that joy is the greatest compensation, and in her experience, pursuing what you love doesn’t mean sacrificing financial rewards. As Kristine puts it, “The right amount of money will come. It really will. If you’re doing what you’re called to do, the money will come.”

Do you have any books, podcasts, or leaders that currently inspire you?

Kristine shared several recommendations:

1. Podcasts:
• “Hidden Brain”: Kristine finds this podcast particularly valuable for marketers as it delves into how people think and addresses common misconceptions.
• “Midnight Founders”: A Utah-based podcast that offers insights into the entrepreneurial journey, helping listeners learn from others’ successes and failures.
2. Influencers and Authors:
• Adam Grant: The Harvard psychologist and thought leader.
• Scott Jeffrey Miller: Author of “Career on Course,” focusing on intentionality in career development.
• Liz Wiseman: Author of “Multipliers” and founder of the Wiseman Group, known for her teachings on leadership.
3. Books:
• “Multipliers” by Liz Wiseman: Kristine considers this one of the best leadership books available.

These recommendations reflect Kristine’s commitment to continuous learning and her interest in understanding human behavior, leadership, and personal growth – all crucial elements in her approach to marketing and business strategy.