Doing it “wrong” for the sake of getting it right
By Emily on December 9th, 2009 in General Thoughts |
Today is the day. It’s the day you realize that anything is possible, usually because of the Internet and sometimes because more of the right people are saying yes to creativity. Many brands have already realized this, are close, or just about to embark on a campaign that takes an old brand from tired to wired or launches a new one successfully.
Take a look at what the marketers behind the Droid did. They took risks, put their product in the line of fire and made some unconventional choices when it comes to product launches. They knew being remarkable meant tiptoeing on the edge of the box.
If you’re in need of an inspirational pep talk about drawing the line and then stepping over it, Seth Godin, marketing guru extraordinaire, has a few priceless words.
Often, someone will riff on a concept or approach that characterizes the revolution that we’re living through online, and heads will nod. “Sure, that sounds great [insert idea here… like Free, or social media or permission or ideaviruses or empowered consumers or treating people with respect, etc.] within reason.”
It’s the last two words that make it a lie.
The last two words allow you to weasel your way into failure. Within reason means, “without bothering the boss, without taking a big risk, without taking the blame if we fail, without alienating our current retailers… be reasonable!”
And so you do it half-heartedly and you fail.
And who beats you?
The people who did it without reason.