They say that curiosity killed the cat; well, I say it makes an excellent marketer. When people ask me what makes a good marketer, I don’t say “knowing the latest tech” or “being a social media pro.” The truth is the best marketers I know are curious. They’re the ones who don’t just stop at the first answer. They dig deeper. They notice little things other people overlook. They ask questions that make you pause.
For me, curiosity and traveling with my kids go hand in hand, and they shape the way that I work in every way. Every time we land somewhere new, they hit me with questions I would never think of asking. Why does this sign look like that? Why do people celebrate this festival so differently? Watching them made me realize that curiosity isn’t about collecting facts. It’s about asking the right questions. That mindset carried over when I was building 4kiddos. I didn’t just ask “what do parents want from an event site?” I asked, “What would parents be wondering if they were just starting this search?” That’s why the platform feels joyful and straightforward, rather than overwhelming.
Curiosity gives you three things you can’t fake. It’s time for us to reconnect with each other. It is hard for people to understand each other if they don’t get to know each other. We have to slow down and show each other empathy. Let’s start listening to each other’s stories. To understand their perspective, try to put yourself in their shoes. Ask open event probing questions. The more curious you are, the more you fuel your creativity. It’s time to step outside of your little bubble and stumble into some new ideas. And if you keep that mindset, it’s easier to roll with change instead of getting stuck.
Being adaptable matters even more right now. With AI and automation everywhere, brands risk sounding the same. Don’t get me wrong, tech is powerful. But without curiosity, it’s just output. What sets great marketers apart is the human layer, the lived experience, the willingness to explore what data can’t show you.
The good news is you can practice curiosity. Read something that has nothing to do with marketing. Ask “why” one more time before moving on. Write down random things you notice in your daily life. As a leader, let your team experiment. Let them fail and explore. That’s how curiosity grows.
Some of the best campaigns prove this. Airbnb leaned into culture and connection with “Made Possible by Hosts” instead of just selling rooms. Dove asked why women see themselves so differently from strangers, which led to the “Real Beauty Sketches” campaign. LEGO got curious about how play shapes learning and turned from a toy brand into a global creativity powerhouse.
The same is true for us. Curiosity isn’t just for creating campaigns. It’s for leading people. What makes a strong leader is someone who encourages their teams to stay curious by bringing fresh ideas, taking risks, and going after opportunities that others may have missed.
Curiosity is not a nice-to-have. It’s what makes marketing empathetic, creative, and flexible enough to keep up with a world that changes fast. It’s also what keeps marketing human.
So, here’s my challenge. This week, do one thing to spark your curiosity. Read outside your field. When was the last time you had a conversation with someone who had a different perspective from yours? Take time to notice the small things. Those little moments of curiosity can change the way you work.
The marketers who win in the long term aren’t the ones chasing every new trend. They’re the ones who stay curious.
