James Watson, Chief Marketing Officer, The Glimpse Group
James is a marketing expert in the immersive technology sector, with extensive experience in marketing VR and AR solutions stretching back to the launch of the first Oculus headset in 2013.
He is currently Chief Marketing Officer at The Glimpse Group (Nasdaq: VRAR), a multi-solution immersive technology company. Previously he founded XRTech Marketing consultancy and was CMO at VR platform provider Immerse.
What is your favourite social media platform, and why?
Whilst not a particularly original answer, LinkedIn tends to get most of my attention. It was especially useful when I was running my consultancy as a means to keep up with developments in my sector and then to be able to contact people directly to start a conversation.
In the first month of setting up my previous consultancy, I had conversations with more than 40 companies, almost all as a result of LinkedIn approaches.
Tell us about you and your current role or area of interest.
Combining marketing and immersive technology (VR & AR) is the perfect combination for me as I am passionate about both. Bringing those together as CMO for The Glimpse Group gives me the opportunity to not only work for a leading company in the tech sector but also to help shape how we bring these technologies to the wider market.
What do you like about your career or area of focus?
Specifically, I really enjoy taking what can sometimes be a complex service or product and simplifying it so that the benefit to the end-user or customer is crystal clear. When it comes to marketing technology solutions, it should be all about benefits, not just features.
What is the best advice you have ever received?
I spent over a decade in the advertising industry, working with a mix of clients with different demands and expectations. When one client was being particularly unreasonable, the advice I got was, "Try putting yourself in their shoes". It was really helpful as it changed my perspective and helped me to understand why they were reacting as they were (I didn't necessarily agree, but it helped).
What inspires you, motivates you, or helps you to move forward?
I'm lucky enough to work in an incredibly fast-moving and innovative sector where the landscape can change and evolve on a monthly basis. Being part of that evolution is a big motivating factor, as is seeing the innovation within my company.
What are you proud of in your life so far?
I'm proud of the fact that I have been able to transfer my marketing knowledge from an agency environment to a client-side one. It's easy to be labelled as an agency person, and it can be a struggle to shake that label off. However, working directly for a company is much more rewarding than working on behalf of a client company.
What is your preferred way to meet new people/network?
A combination of remote and in-person is a good mix for me. Remote contact opens up easy initial conversations, and you can then build on these with in-person meetings.
What skills or qualities do you feel have helped you?
Being open-minded and active listening.
What do you wish you had known when you started out?
That the customer isn't always right. ;-)
Who do you most admire in business, academic or creative circles and why?
Seth Godin is a great source of wisdom.
Outside of your professional/work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
Team sport has always been important to me. Hence I've recently taken up field hockey which is great fun.
Has the pandemic had a positive or a negative effect on you and/or your business, and how have you managed it?
Mixed effects. It has raised the profile of immersive technology solutions, but it has also meant companies have to focus on their core business, and therefore innovation can suffer.
Do you have a mentor, or have you ever mentored anyone?
I have an informal mentor network that I tap into when needed, and in turn, I form part of that network to offer mentorship in return when needed.
What advice would you have for someone looking to get into the same area of work or interests?
If you're passionate about technology and what it can do, follow that passion. Build your personal profile, attend events, and write articles (blog posts, LinkedIn, Medium, etc.) Contact companies directly with who you would like to work for. Basically, get on the front foot and don't wait for opportunities to pop up. Try to create them through your own initiative and enthusiasm.
What do you feel is the most common reason for people failing or giving up?
Lack of support can be a major factor. If you feel isolated or alone, it is much harder to push through and deal with adversity.
Is there a phrase, quote or a saying that you really like?
"Everything will be okay in the end. If it's not okay, it's not the end." - Fernando Sabino.
What companies, brands, or institutions do you like or do you think are getting it right?
Apple, of course. I particularly admire the perceived value they create for the brand, along with the sense that they are busy innovating but never in a rush to bring it to market until it is 100% right.
How do you define success, and what lessons have you learned so far that you could share with our audience/readership?
Success can, of course, take many forms, but I would say that being fulfilled in what you do and adding value (and I don't just mean $'s) is a solid definition of success. Everyone experiences tough times at some point in their careers, and it's the lessons learned during those times that ultimately can go on to define your career. When I hit a major career obstacle, some really simple advice from an unexpected source helped me through it.
This person said, "It may feel like the end of the world, but it really isn't", and of course, they were right. So no matter what happens, being able to step back and get a sense of perspective will always serve you well, no matter what the situation is.