We all know that we need some degree of smarts to be a successful marketer.

The measure of this “smarts” is IQ, or intelligence quotient. IQ is the ratio of your mental age to your chronological age. You are born with your IQ, and it stays relatively the same throughout life. So it is pretty hard to become an Einstein if you were born with an average IQ.

People often associate someone's IQ with his or her ability to be successful. And while important to your success, IQ becomes less important as you grow in your career.

Sure, for your initial job, being an expert in e-metrics or a highly creative marketing copywriter is important. But that value wanes as you start to manage people, build relationships and advance up the proverbial corporate ladder.

You can be a member of MENSA, but success may still elude you. There are other ingredients that are essential to ensuring your success.

That is where EQ comes in.

According to Daniel Goleman, whose book Emotional Intelligence launched the concept, "non-cognitive factors account for about 80% of adult success." And key among those non-cognitive factors is emotional intelligence, or EQ. Emotional intelligence is defined by Robert Cooper and Ayman Sawaf in their book, Executive EQ, as "the ability to sense, understand, and effectively apply the power and acumen of emotions as a source of human energy, information, connection and influence."

Your EQ is really about soft skills. It means being able to relate to others and make things happen. It means getting product marketing and the ad agency to agree on the direction of a TV ad or motivating a multidisciplinary team to successfully launch a new product or inspiring the entire organization to participate in a new customer-focus campaign.

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image of William Arruda

William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda