The 7 habits of highly effective people is a blueprint for the Positionless Marketer by Optimove

The Positionless Marketer is the new marketing professional who is a triple threat with data, creative and optimization power. 

They blow up the traditional marketing assembly line, where roles are rigidly defined. Instead, they have agility, intelligence and execution speed in defining success.

A blueprint for the way Positionless Marketers achieve this level of independence and mastery is Stephen R. Covey’s “7 Habits of Highly Effective People.” Covey’s principles, trusted by millions as an excellent foundation for personal and business growth, align with the principles of Positionless Marketing.

Covey’s seven habits are divided into three basic groups. The first three emphasize personal mastery (or private victory); habits 4–6 foster collaboration and synergize with others, public victory; the final habit emphasizes the need for continual improvement. All seven are embodied in the Positionless Marketer.

The 7 habits and how they align with Positionless Marketing

The whole concept behind Positionless Marketing is that all members do anything and be everything — a triple threat. However, a Positionless Marketer needs to focus first on self-development, including self-discipline, strategic thinking, and time management before being able to master cross-functional execution.

Habit No. 1: Be proactive

Covey’s first habit is being proactive. There are three types of marketers – those who make things happen, those who watch what happens and those who wonder what happened.

Positionless Marketers act, while traditional marketers often watch.  The traditionalists can watch what happens and wonder what happens after campaigns fail.

Positionless Marketers proactively leverage AI tools to extract insights, create campaigns and execute without waiting. Instead of asking an analyst for this data, they self-start to use AI-driven analytics to find the answers on their own.

This proactive approach enables them to react immediately as the insights uncover opportunities.

Reactive marketers – those who watch what happens often wait on creative, data or engineering teams before moving forward, meaning they usually react once the opportunity has already passed, and do so with outdated messaging and campaigns.

Habit No. 2: Begin with the end in mind

Covey points out that you need to determine where you want to go before determining how to get there. You don’t get on a jet, train or in a car before determining where you are going.

Marketing is no different. It’s the outcome that matters. The messaging or campaign is how you get there.

Start every initiative with a clear objective. That means defining KPIs, customer journey impact, and personalization goals before determining the messaging or marketing campaign to get you there.

Remember that while AI can speed execution, strategy is still driven by humans. Positionless Marketers ensure technology serves the vision, rather than the other way around.

Habit No. 3: Put first things first

Covey discusses four quadrants of time management: Urgent and important (quadrant 1); urgent and not important (quadrant 2); not urgent and important (quadrant 3); and not urgent and not important (quadrant 4).

Positionless Marketers understand the importance of spending their time on those efforts that truly move the needle, not on busy work. Today more than ever, AI can handle those urgent but low-level tasks that don’t require human input, such as tweaking email subject lines endlessly.

So Positionless Marketers focus on strategy, creativity and decision-making while allowing AI to handle the repetitive tasks.

The bottom line is Positionless Marketers spend more time in Quadrant 2 — strategy, experimentation and automation — rather than reacting to constant executional requests.

Public victory: Collaboration and cross-disciplinary mastery

Covey discusses a win-win philosophy. This is a foundational element of not only personal growth and business, but also of sales and marketing. A Positionless Marketer must move beyond silos and embrace collaboration, adaptability, and customer-first marketing.

Habit No. 4: Think win-win

Positionless Marketing isn’t about AI replacing humans—it’s about AI empowering marketers.

• Instead of competing with AI — a lose-lose proposition; Positionless Marketers follow a win-win concept, collaborating with AI tools to execute faster and smarter.
• AI helps marketers become more agile, creative and strategic, eliminating repetitive tasks and allowing them to focus on high-impact work.
• This also means a win-win for the brand and customers – the brand delivers effective marketing and campaigns and customers receive messaging and campaigns that truly resonate with them.

Positionless Marketers leverage AI for personalization at scale, journey orchestration and content generation — then focus on refining strategy.

Habit No. 5: Seek first to understand, then to be understood

Covey discusses understanding the audience first, then determining communications.

Positionless Marketers follow this theory by relying on customer intelligence, not gut feelings for campaigns and messaging.

Instead of assuming what customers want, Positionless Marketers rely on data to understand customers. They listen to customer behavior through AI-driven insights, then act accordingly.

Positionless Marketers don’t do “Ready. Fire. Aim.” marketing.  They analyze, then tailor marketing efforts accordingly.

Habit No. 6: Synergize

Synergize is about working together to find new solutions to challenging problems, according to Covey. The best Positionless Marketers synergize by blending creativity, analytics and execution.

• Synergy is non-existent for traditional marketing, which has specialists in separate silos, such as email marketers, copywriters, and data analysts.
• The Positionless Marketer integrates skills, using AI-powered platforms to execute seamlessly across multiple functions.

Positionless Marketers have cross-functional mastery as their superpower and optimize without relying on multiple departments.

Renewal

Covey discusses that you can’t be buried in work all the time, such as sawing down trees – all of the time. Otherwise, you (the saw) become dull and can no longer do the job at hand.

Habit No. 7:  Sharpen the saw

Technology is evolving fast — Positionless Marketers evolve faster.

• The tools that define marketing automation today will be different in a year.
• AI is advancing exponentially, and marketers who don’t evolve will be left behind. Even AI has evolved: concepts like generative AI and agentic AI were only discussed by those who were most technically savvy a couple of years ago. Now they are Positionless Marketers.

Positionless Marketers invest in upskilling

They learn new AI capabilities, experiment with emerging platforms, and continually refine their marketing expertise. For them, continuous learning is non-negotiable.

Positionless Marketers have the right habits
Stephen Covey’s seven habits provide a logical roadmap for mastering Positionless Marketing that frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently.

Positionless Marketing provides three transformative powers: data power, creative power and optimization power.

For any marketer to realize their full capabilities as a Positionless Marketer — they have to have the right habits.

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