I was recently driving downtown in my city and noticed a white Corvette with a license plate that read “dream car”. It piqued my interest because, to me, a Corvette is a pretty generic sports car. It got me thinking about our dreams and plans. We often stick to what we think we can achieve rather than going for the gold. My philosophy is this:
Our goals shouldn’t be realistic, they should only be attainable. @MissKHolleman
What does this mean? It means that you can have the craziest goals of all time and have the silly notion that one day, you’ll achieve them. Let’s look at the current President of the United States. Was it realistic to the majority of us to see a non-lawyer with zero experience in government become the president? Nope, but it sure was attainable. We have to look at our personal and professional goals in the same way.
Too many marketers suffer from marketing myopia. This simply means that they aren’t seeing the bigger picture. They are stuck in their own views and beliefs that they can’t think outside of the box to best promote or improve their brand.
When we look at some of our favorite services and products today, it is important to note that at one point a meeting was held on how that product or service could be improved. Those are the meetings that can put a brand behind or propel it ahead of their competitors. If they had debated about whether or not something was realistic and chose to “stick to the script”, there might not be an iPhone or a Google Home. I could write an entirely separate post on how marketing myopia plays into price and production. Letting marketing myopia control how you conduct your marketing is a sure way to fall behind and fail.
So what can you do with your own brand to avoid this? First, eliminate marketing myopia from your brainstorming sessions. Stop saying what your target audience won’t respond to and take the leap to do it! You’ll never know until you try. The market is filled with followers rather than innovators. My new personal motto is, you miss 100% of the shots that you don’t take. This is very true. Take a leap of faith and follow through on your “crazy” ideas. Let’s say you take that shot and you actually make it. Maybe that idea wasn’t realistic to you at first, but as the ball made a swoosh sound through the basket you realized that your goal was attainable after all. There is no greater feeling in the world than achieving your goals. So get out there and be unrealistic! The success of your brand depends on it.