Be a courageous company

Be a courageous company
Be a courageous company

Let's get one thing straight from the very beginning. No company ever dominated its industry by operating with a philosophy of fear. No company can survive if it doesn't learn to conquer its fear and take chances, make changes. For such a simple statement, this is one of the hardest things for people to do, it goes back to that damn survival instinct each of us is born with. If an animal draws attention to itself in the wild, it might soon find itself the main course of a larger animal's next meal. That fear of being scolded up and spit has survived all our millions of years of evolution and is alive and well in today's business environment. Fight or flight is another instinct many of us haven't yet learned to manipulate. It's easier to run away from a new idea than it is to stay and fight for it. With today's leadership by committee mentality and intense public scrutiny, the most natural solution is the most popular companies today often miss the forest through the trees. They tend to concentrate on short term profit that they fail to make investments or take advantage of opportunities that promise long term profit because they must face a short term loss. 

It may also be argued that fighting for a new idea, whether that means pushing for the development of a new product, staving off competitors, or supporting a slumping brand rather than letting it die, is undesirable because of such costs. That might be true in the short term, but in the long run, giving up too soon my price your company far more in lost revenues, public outrage, or shrinking market share. It requires a different way of thinking, advertising, and promoting your business is an investment in your business future. Investments are not small costs, and they come with a benefit. It is the ability to see past any short-term problems to the bigger, long-term picture that has fueled the meteoric rise of the world's most successful companies. Nobody knew what Apple was before its history-making 1985 Super Bowl commercial. Apple paid to run that commercial only once, but it ran hundreds of times around the country and the world again during local and national news broadcasts. Stories about Apple and its commercial were front-page news for weeks. 

When it comes to advertising, you might wonder what kinds of changes are needed. If your ads look like your competitors' ads, or if your messages are similar, and if you talk to yourself instead of your customers, if you worry more about your logo being large than the word being attention-getting enough, you need to change. Now, this is the first step so that we won't get into any more detail here. The object of this step is to let you know that you need to screw up your courage and prepare to make some changes in your advertising that will affect your bottom line. Fear is the most excellent motivator, instead of motivating people to act, it causes people to freeze or retreat. It takes courage to make the kinds of changes that are needed to survive in today's crowded, complicated, and competitive business environment. This article introduced the first of Jeff Berney's twelve steps to creating breakthrough advertising campaigns, a creative philosophy to help companies recover from years of avoiding any risk. Challenge yourself, your staff, and your advertising agency to make a revolutionary transformation of your advertising program. Remember, the most significant revolution begins with one step.

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nwldg: Be a courageous company
Be a courageous company
Let's get one thing straight from the very beginning. No company ever dominated its industry by operating with a philosophy of fear. No company can survive if it doesn't learn to conquer its fear and take chances, make changes. For such a simple statement, this is one of the hardest things for people to do, it goes back to that damn survival instinct each of us is born with. If an animal draws attention to itself in the wild, it might soon find itself the main course of a larger animal's next meal. That fear of being scolded up and spit has survived all our millions of years of evolution and is alive and well in today's business environment. Fight or flight is another instinct many of us haven't yet learned to manipulate. It's easier to run away from a new idea than it is to stay and fight for it. With today's leadership by committee mentality and intense public scrutiny, the most natural solution is the most popular companies today often miss the forest through the trees. They tend to concentrate on short term profit that they fail to make investments or take advantage of opportunities that promise long term profit because they must face a short term loss.
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