Everyone has a marketing lineage and pedigree which shapes the way they view problems and the solutions to them. Casey Stanton reveals the importance of identifying your marketing lineage and pedigree and how to define them. You’ll learn how lineages and pedigrees play into client relationships and what happens when people from drastically opposing business backgrounds have issues working together if unmanaged.    Takeaways: Your marketing lineage refers to who you learned from and where they learned from going back generations of marketers. Your marketing pedigree deals with where you studied, be that at a university, on the job, etc. Your lineage and pedigree work in tandem to influence the way you see things. For example, someone from a sales background won’t look at things the same way as someone who came up focusing on branding.  Identify the one thing that got you into marketing and what you like to get out of doing marketing. Once you have identified this, focus on doing more that is related to that reason. Identify what your marketing lineage and pedigree are.  It’s important to find what your client’s pedigree and lineage are. This is how they will look to solve problems so it’s important to know how will approach things and be familiar with their go-to solutions.  Friction can arise when you and your client have radically different lineages and pedigree and you must be mindful of this and constantly manage it.   Quote of the Show: “What was that moment where you were like, wow, this marketing stuff is really fun” - Casey Stanton   Links Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co/community   Ways to Tune In Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/1Z_YOMCicb4