Why Try To Get Out Of Your Box, When You Can Use What's In It?
All competition is good competition if the side you’re competing on is the right side.
And, of course, the side you’re on is the right side.
But you won’t know you’re on the right side until you’re aware of what the other side is.
The best marketers don’t necessarily add fuel to any fire, so much as they point out the fire already within.
And for every side that’s right, there are multiple sides that aren’t.
Shining a light on those drives loyalty.
Stay Positive & Fists Up
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Great leaders don’t just make decisions, they make them more quickly than others.
They don’t need 14 pieces of information and testimonials and a pile of reassurance. They take an insight (not 1,000) and act on it.
Then they evaluate, seek out the next insight, combine the learning and make the next decision.
Stay Positive & Speed Is Key
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You can get more context about a problem you’re trying to solve with a google search, but there’s far more detail and far more empathy that can be created by talking to others about a problem.
Six degrees of separation is really one degree, now.
Trying to solve a challenge of how to market a product to municipalities? Tell a friend about it. Chances are they have had some experience working with a municipality or know someone who has.
Trying to solve a challenge of finding the perfect gift for your significant other? Talk to a stranger about it. Chances are they have purchased something unique recently that would be right up your significant other’s alley.
You can achieve a lot behind a computer, but the good stuff, the empathetic stuff, the stuff that can really move a person or zero in on a solution involves getting greater context than what you’ll find online.
Stay Positive & Start Talking
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You can have a beautiful product, but if there’s garbage all around it…
You can have a really tidy presentation, but if the product is garbage…
Stay Positive & Make Sure You Have Both
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Requirements for a job, a project or a board member are interesting.
But not as interesting as what’s not required.
It’s not required that you speak up first before others.
Not required to give resources outside of what’s expected.
It’s not required that you send everything more than 24 hours in advance of a given deadline.
Not required to help another person do their job better on top of doing yours better.
None of these things are required, but they are choices that are available.
Stay Positive & Choose To Choose
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I had a really smart friend in high school. She shared her opinions with me about everything from dance themes, the book club we were in, student council and how the outdoor fair day could be even more fun.
All of the things she had opinions on didn’t shine as much as they would have had she found a way to act on or implement her ideas. I didn’t realize it in the moment, so I never encouraged her to speak up, contribute, run for council or anything.
Bummer.
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I have no problem starting a book and not finishing it if I think it’s a terrible book, which means I’ve explored a lot of books. And many of the books have blown my mind. Not in the sense of being great, but in regard to the fact that someone put their stamp of approval on it, published it, distributed it, spent marketing dollars on it and so on.
This doesn’t just happen in the book industry, though. It happens in every industry. No doubt you’ve seen a movie or TV show that was absolutely dismal.
Yet, there it was.
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Rather than advertising himself in the perfect place (which is often the crowded and costly one), Johnny Cupcakes seeks out the edges. Whenever you buy a shirt from Johnny, you get more than a shirt. My latest order included a motivational print and a packet of x-men playing cards.
Slim Jim connects the long boi gang with one another through endless memes.
Uno celebrates it’s 50th anniversary with Nike and Giannis.
The brands that get talked about are the ones that are marketing at the edge.
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Someone had the guts to share the idea with Espolon Tequila that they should do more with the lifestyle photography they have in their library and it’s why they’re on Unsplash, where I get my photos for my blog posts.
We can go back and forth on if it’s the perfect place for them, but I find the argument is much more fun to have once they are there.
Same goes for most marketing arguments. It’s all theory until it’s real and once it’s real, there’s no need to argue about whether or not to do the idea because it’s being done. The best part is the two conversations the spark after a brand explores an edge. 1. How can we be better in the space? 2. What’s the next edge to explore?
As a marketer, that’s far more inspirational than spending hours on a deck making the case to do something in the first place.
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There’s a particular thread through the brands and people that we all talk about. It’s not their core values or the amount of charity dollar they’ve raised or the quality of their products; it’s that they decide to show up in unique places. They get ideas and they just do them.
(And if you’re thinking “well, of course they vet and evaluate and plan and put a lot of work into all these new spaces,” you’re not wrong. The same can be said for all the expected and crowded places they show up, too. The amount of effort doesn’t change, but the impact they have sure does.)
Stay Positive & Time To Take Some Shots
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When you’re talking about reaching a target, permission matters – and it goes well beyond needing to ask for it first. Permission in marketing is earned.
Permission in marketing is more valuable than ever before because there are no boundaries for where you can earn it. You’re not limited by geography, for example of where you can make an impact. Donating books to kids in Nigeria is as easy as donating to the Free Little Library at the corner of your street. The same can be said for your voice: it can be used to create change in your school district the same it can be used to change the structure of an online course hosted three time zones over.
For all things marketing, permission and boundaries are important.
But when we talk about personal growth and the leaps we are able to take, permission is something you can give yourself. And, as for boundaries, there are none.
Many are still on the paths of obedience, waiting to be chosen, and staying within the boundaries that have been drawn around them. But there are fewer who are than there were a year ago or ten years ago or 50. And there will be fewer that are today than there are tomorrow.
Stay Positive & Will You Be One Of Them?
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