Almost anyone can diagnose a problem. And, in todays world of blogs and social media everyone has a megaphone to rant and rift about it.
But problems don’t need attention called to them as much as they need solutions, and leaders to lead us to a better way.
In 1930 there was plenty of talk about what should be done and how to deal with the British monopoly on salt. But a leader name Mohandas Gandhi showed the world the way to peaceful disagreement and thereby setting the stage for the Rosa Parks and Dr. King to lead the American Civil Rights Movement.
In the 1980’s there was plenty of talk about cleaning up trash talk television. Then a little known woman by the name of Oprah Winfrey stopped talking about it and actually changed the format of successful talk TV likely and hopefully forever.
The world is full of problems but not full of leaders. The place you work, the organization you belong to are all full of problems but not full of solutions. Stop talking about it and be about it. We need you to lead us to a better way.
Justice must always be impatient because injustice is always patient.
In 1967 Muhammad Ali was stripped of his title due standing for something he believed. He refused to be drafted into the army and sent to Vietnam claiming before the world “No Vietcong ever called me nigger”. In addition his boxing license was suspended by the state of New York. He was convicted of draft evasion on June 20 and sentenced to five years in prison and a $10,000 fine.
At the time many Americans (both white and black) disagreed with Ali. Fifty one years we look back and say not only how courageous he was, but how right he was for standing for what he believed, and for using his global platform to bring attention to social injustice.
Sadly today we’re watching the NFL and some Americans attempt to do the same thing to Colin Kaepernick. I’m happy that Nike has decided to stand with Colin as he continues to take a knee. And in doing so is engaging in marketing that matters.
Most of us don’t have to risk sacrificing everything to bring attention to a worthy cause. But it’s worth keeping in mind that if you won’t stand for something you’ll fall for anything.
Indeed we are judged by the company we keep and Conlin’s keeping great company with Muhammad Ali, Tommie Smith, John Carlos, Peter Norman, and Billie Jean King to name just a few athletes who’ve risked it all to stand on ideas that matter.
It’s a simple and straightforward question, and it’s marketing’s job to provide the answer.
If you’re struggling with conversion it could be that it’s not clear to your prospective clients exactly what’s in it for them if they engage with you.
Everyone knows what’s in it for them when they buy a BMW. They get all the status perks of driving the ‘Ultimate Driving Machine’.
Coke has told us over and over since the 80’s that if we drink a Coke somehow it will make us smile.
And, if you decide to eat at Burger King then you know you can ‘have it your way’.
Simply put a marketers job is to make it abundantly clear exactly what someone will get.