GarthBox

One of the many magical elements of marketing is that if done right, it can make something feel new again.

It’s like taking a toy from your toddler and hiding it away for a few weeks until they forget about it and then you give it back and they feel like it’s new. Double the joy and zero cost investment on your end.

Marketing done right has the same effect (and same minimal investment).

The concept sounds easy, but the practice of it is hard, which is what makes marketing valuable.

Starbucks holiday cups are the same cups, but they feel new because of the design. Seth Godin’s blog is the same blog you read yesterday, but it feels new because he shared something different since yesterday. The bagel shop stands out because they’ve rotated their cream cheese special (or with the current shortage, a cream cheese replacement) from last week.

New is about being nuanced and detailed. It’s about taking a step closer to the edge from where you were.

Leaps work, too, but not always.

Anyway, there’s a difference between making something new and making something feel like it’s new. One is an innovators responsibility, the other a marketer’s.

Stay Positive & Some Say It’s A New Way Of Marketing

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There are signs and signals all around us of when things aren’t working. Sales are down. Complaints on Google reviews. Comments on social media. The list goes on.

So often we pay all our attention to them versus focusing on the signs that show things are working (or we invest our time in band aids rather than foundational shifts).

With the holiday season, it’s worth recognizing if something was dropped off for you.

Maybe it’s a regular customer or a neighbor merchant or even a friend.

It’s a sign that you’re doing something right when people want to be generous with you.

Mainly because, it’s the result of you being generous to them.

If no one has dropped anything off, it might be worth putting your attention on becoming more generous than being frustrated with a bad sales day.

Generosity works magic with all the negativity you’re focusing on.

It often comes with a smile, too.

Stay Positive & Generosity Isn’t Just Good For The Soul, It’s Good For Business, Too

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A Mac with a little more processing, storage, screen size, etc. isn’t really new, it’s what’s naturally next.

Going on a speaking tour after writing a book isn’t new, it’s just what happens next.

Getting a brown belt is simply what happens next after you get your purple belt.

The organization that adds paternity leave – it’s not new, it’s just what’s next on your list to make yourself a place worth working at.

The brands that are oft remarked about are the ones that do new. At least, they are more highly remarked and more often remarked than those who are doing what’s next.

What’s next is still important, but not as much as new.

Stay Positive & Are You Doing What’s New Or Next Today?

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Most people want success, but when it gets rough, they throw it away.

Most people want loyalty, but give it all up when it’s hard to be there for others, too.

Most people a following, but toss it away when they get to the edge of their work.

Most people want a story worth sharing, but when the risk feels strongest, they throw it all away.

Thankfully, we’re not most people.

Stay Positive & Not Hard To See What It Takes To Be The Best People

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Should really isn’t that effective of a word to use with others. Telling someone they should do something or shouldn’t removes the agency of the choice. It steals some of the passion and turns it into a task that you put on their agenda rather than an objective they put on their own.

But, and it’s a big but. Should works when it’s used on yourself.

When shit hits the fan – what should you do? When you’ve got momentum on your side – what should you do? When you’re not sure what to do next – what should you do?

“I should …” is one step closer to “I did” – and there’s magic in that leap.

Stay Positive & Make Should Yours

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There’s a difference to you on whether a task or email or call is unread versus unresponded.

But to the person who sent the note, there is no difference.

Even before opening the note, empathy comes from understanding how the sender of the note sees it.

The ball is in your court. It doesn’t matter in what state or condition it is.

Stay Positive & Zero Inbox Is The Goal (Because Empathy Is)

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The race to be the fastest or the cheapest is a race to the bottom. When you win, you lose.

But that doesn’t mean fast and cheap isn’t important.

It’s more of a value-add than it is the key differentiator.

Which means you still need the differentiator.

The non-commodity element. The piece that others aren’t willing to invest in. The care for customization, perhaps. Something.

Stay Positive & See You At The Top

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