We are delighted to bring you a Member Interview with Matthew Hook Co-Founder, LookUP
What’s your golden rule?
Anyone can be a great storyteller. It's easy to assume that it's a skill that belongs to the brash or the extrovert, but the world has a place for all kinds of different storytellers, with all kinds of different styles and backgrounds. There are no such things as boring stories, boring brands, or boring storytellers, you just sometimes have to create the right platform or opportunity for people to tell their story.
Who has been your biggest influence?
My parents came from a background which didn't offer many opportunities, and demanded total self-reliance. They built a great life for us. I see it as my duty to enjoy the many opportunities that have fortunately come my way!
What is your most hated business expression?
'Digital transformation'. All great businesses are in a process of constant transformation, because people, culture and markets are constantly transforming. Tethering the concept of transformation to one technology change (which is now 30 decades old) is making the lens too narrow.
What’s the smartest business idea you’ve ever had?
It's far from an original thought, but I am a strong subscriber to the philosophy of the 'Company of One' - ie that the best way to grow a great business is to stay as small as possible. Launching an independent business without a payroll is the best business decision I've ever made.
Which leader do you admire most and why?
Tracy de Groose, CEO of William Reed. Creative, smart, empathetic, and inclusive by instinct.
What is on your mind the most right now as a marketing leader?
It's too easy to think about marketing as an operational domain, when really it is a discipline that is all about driving growth through the power of story. We need to adapt to all the exciting opportunities to connect that come our way, without losing sight of the fundamental principles of human relationships and the yearning for stories.
Why is being part of The Marketing Society important for your career?
This is a group of some of the world's most skilful and influential storytellers. I want to be a part of it, and to help other members to create positive change through the power of storytelling.
Why does marketing matter to you?
At its best, marketing helps to humanise the world around us. At its worst, it can do a lot of damage. It matters to me that marketers approach their discipline with a love of people and a passion for good storytelling.
Tell us something that’s not on your CV
I play keyboards and sing in a band, and am an enthusiastic songwriter. If I was genuinely good at it, it would be on my CV!
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