We want to protect others.
We don’t want to hurt feelings, share unpleasant truths, give negative feedback. We refrain from difficult conversations, and we let issues escalate until they become too big to be tackled. We rarely push. We almost never ask. We always assume it is not the right time.
We want to protect others. And by doing that, we protect ourselves.
It is a noble intention. Let’s just not take cover behind it every time we are not ready to leap.
If you are not making mistakes (i.e., missing a deadline, delivering a project that is not ready, failing to achieve your goals, being rejected for a role you care about), one of two things is true.
Either you are covering up your mistakes or you are not stretching further enough.
The point is not being flawless.
The point is using mistakes to do three things.
What you create is not going to be consumed the way you thought it would.
There is no education. There is no explaining. There is no walkthrough. The only way you address this is by committing to a practice of research.
Ask.
Listen.
Aggregate.
Adjust.
Ask.
Listen.
Aggregate.
Adjust.
It might be that at some point what you create is no longer what you want to create. It is not likely, but it is a possibility.
In that case, move a step away and start over.
Ask.
Listen.
Aggregate.
Adjust.
Is being dumb giving you an edge in marketing?
I am not talking about a lack of intelligence, but rather of a genuine, näive ignorance around topics you probably can never be very sure about.
Why is this campaign working?
What do you mean by that word you are using so frequently in your copy?
What is our ideal customer? Where do they hang out? What do they care about?
Why is this blog post performing way above average?
Do our visitors approach our resources in terms of “case studies”, “videos”, and “whitepaper”, or are they seeking information about what type of customer, what use cases, what pain points?
Are we expressing our product this way because it is comfortable for us or because it makes sense to our target customers?
I am not sold on the idea that being certain and confident is a good thing in marketing. What worked yesterday, what is working today, will probably not work tomorrow. What worked for that campaign, will probably not work this time. What worked in one company, will probably not work in the new one.
So, is the dumber marketer the one who is going to ask those questions?
After one year (and counting) dealing with social distancing, isolation, uncertainty, fear of sickness and death, confinment, lack of freedom, impossibility to meet family and friends, video-conferencing, constant worrying.
We are all exhausted.
So if you are too, that is fine.
If you struggle to find motivation, if you do not want to get started, if you would rather call in sick, if you start thinking it’s not worth it.
You are not alone.
Reach out to somebody today. Tell them about how you feel. Listen as they tell you how they feel. And find a companion.
We all need that now.
You've got this 