"Starting any aspect of your marketing process by looking at what your competition is doing is a bad idea. It force-fits your creative process into a locked box, and discourages the development of truly innovative and powerful strategies..."Stevens goes on to say that whether it's intentional or not, you're more likely to imitate when you make them the benchmark. He quotes Einstein as saying, "I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world."
Easier said than done, but here are a few tips:
> Understand your primary focus. Is it to get an order, create buzz, spark interest, etc? Focus on the end goal and work backwards.
> Forge your own path. When you create something (whether it's a brochure, mailing, or the product itself) based on your competitor, you're following their rules. Throw out the rule book and do your own thing.
> Aim high. Steve Jobs' vision for Apple? "We are going to change the world." Bill Gates's vision for Microsoft? "We are going to put a computer on every desk and in every home."
What's your primary focus? Are you forging your own path? Are you aiming high enough?
2 comments:
Is it bad that my primary focus is just to survive the next few months? :)
I am a mortgage broker, trying to connect with soon-to-be-divorced couples who need help with "property settlement" issues. How bold can I be, without seeming totally heartless?
Pete Mygatt
petemygatt@voyager.net
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