Drucker on Marketing: Lessons from the World's Most Influential Business Thinker

Chapter 23The Dangers of Marketing Professionalism

More than 50 years ago Drucker reported on the allegory of the three stonecutters.¹ According to Drucker, these three workers were approached and asked what they were doing. The first answered: “I’m earning a living by cutting stone.” The second one didn’t even pause to look up when the question was asked. This stonecutter continued to work, but eventually took the time to respond: “I’m a stonecutting professional: I’m doing the best job of cutting stone of anyone in my profession.” The third stonecutter had a visionary look on his face as he replied, “I’m building a cathedral.”

I heard that delivered by a nationally known motivational speaker. While this speaker suggested that the third stonecutter ...