Whether it’s Mr. Fischer’s dowel, Albert Einstein’s theory of relativity, or Malcom McLean’s container, these were brilliant ideas.
Before your beautiful ad or website, video or poster (or whatever advertising you paid for) can cause impetus, it must first provoke impetus. But how is that supposed to work when the sales department just doesn’t want to scare away the clientele, the board of directors’ fears for its shareholders, the retailer is worried about general morale, the sales force is struggling to find its own image and the advertisement agency worries to receive more than two nasty letters of discontentment or even failure?
And so the text is doctored and watered down, the image is accordingly toned down, the headline rounded off and the color muted. In exchange, the logo gets a little bigger, the space a little smaller, and the tone more moderate. Short “softened” And then? Then … then you will look in the Spiegel next Saturday and not see a single ad. And on Thursday, you won’t notice a single one in Stern either. You’ll zap away the commercials on TV, you won’t go to the movies anyway, and the banners on the Internet will drive you up the wall. Everyone has done everything right because all do the same. No customer complained and the general decay of morals wasn’t shown the red card at your company but nevertheless the wife of the company’s board member is asking, why the competitor has a spot on the internet that has registered over 7 million clicks in 4 days. How did they do that when your product is miles ahead of competitor’s?
It’s simple! They go their own way and follow their own plan. They always take the shortest path! They don’t try to please everyone. They simply think – and they think before they act … and not the other way around.
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