Taking the leap

October 6, 2006

Seth Godin has an interesting blog post about what’s at stake when you buck the status quo.

At least once a day, I get mail from people worrying that if they are too remarkable, too edgy, too willing to cause change and growth… they’re risking getting fired. I almost never get mail from people who figure that if they keep doing the same boring thing day in and day out at their fading company that they’re going to lose their jobs in a layoff.

50 ad agencies lose accounts for being boring, static and unprofitable for every one that gets fired for being remarkable.

50 churchgoers switch to a new congregation because of a boring or uncaring leader for every one that leaves because she was offended by a new way of thinking.

50 employees lose their jobs because the business just faded away for every one who is singled out and fired for violating a silly policy and taking care of a customer first.

I agree, to a certain extent.

Edgy and hip — especially for its own sake — isn’t always the answer.

But being safe and standing by the same tried and true methods — by getting stuck in a rut, so to speak — isn’t the answer either. And it could be even more damaging to a reputation.

One of the most difficult things in the ad business is balancing safe options with new, creative, “not thought of before” methods.

It’s easy to be safe. The hard part is always trying to find something new. Different. Something that will stand out, that the client might not want and that might not work. But taking that leap is what makes us successful. Even if you don’t act on it, at least you’re thinking outside of the box.

Keep leaping, everyone.

By Corey

Filed Under Marketing, Criticism, The Process

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