We’ve all been there. Stuck in senior year of college, surrounded by swarms of our parents’ friends at dinner parties, asking that dreaded question:

“What are you going to do with your life?”

In these moments, we’d do just about anything for a career plan, so we come up with the typical answers:

Law school… Med school… Marketing…

Sound familiar?

Such was the case with my client Jessica, whose goal was to work in marketing for a top tech company. When I asked her what sort of marketing she wanted to do, she froze.

“There are different types?”

“Of course. Just because you like pie doesn’t mean you like all pies, right?” I asked.

Jessica’s question sent me on a mission to chat with the experts at IBM about the many options that the field encompasses. After all, the marketing world — or any career niche — truly covers a wide spectrum of choices.

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