5 Questions in 5 Minutes: Brad Mushovic


We find it fascinating to learn why people do what they do and think what they think. So we’ve started a new feature where we ask thoughtful folks to share their thoughts – with us, and with you. Our inaugural subject is Brad Mushovic, VP Marketing, Rocky Mountain Institute.

Why do you do what you do? I came to RMI because I’d like to help make the world a better place. RMI’s strategic focus is to map and drive the transition from oil and coal to efficiency and renewable energy sources. It’s hard to overstate the benefits from achieving this—a more vibrant and enriching natural environment, a stronger and more resilient economy, and improved national security and energy independence. I’m happy to be a part of this work.

What’s the most rewarding aspect of your job? I’m hopeful we can pass along a world to my son, Levi, that is just as beautiful and mysterious as the one we live in now. There are a few pivotal issues that will greatly affect the future, and finding a better energy system for America and the world are high on that list.

In your experience, what’s the one thing that most often gets in the way of great marketing? A common mistake made by organizations—sometimes by marketers and sometimes by those directing them—is trying to communicate so much information that priority messages are crowded out by detail. Oftentimes, organizations love the technical details, or the myriad benefits, of their product or service so much they want to say it all.

What’s the most important lesson that you’ve learned as a marketer? Nurture your brand. Build it on a strong foundation that is grounded in market/audience insights, and build it intentionally with consistency and care. The best starting point is listening to those you want to connect with.

If you could wave your marketing wand and make any product or service in the world a smashing overnight success, what would it be? All alternatives for driving (especially alone), whether bus, rail, carpooling, telecommuting or [GASP!] walking or cycling to get to where we need to go.