What’s more interesting to listen to: an echo of something you’ve already heard, or an entirely new sound altogether?
Jimi Hendrix knew the answer.
So did Led Zeppelin.
And so does Adam Singer, who wrote a thought-provoking post (as usual) over on The Future Buzz today. The heart and soul of his perspective is this:
“[Y]ou have to evolve past networking and begin leading if you want to become one of the definitive voices in your industry.”
It’s true in the world of rock and roll and it’s true in the (less glamorous but equally competitive) world of marketing.
If you want people to hum along and nod their heads, parrot what other people are already saying.
If you want people to drop their jaws and turn their heads, come up with something original.
Sure, you’ve probably got to listen and learn from others before you leap in – whether you’re attending shows or reading blog posts – but eventually, if you really want to matter, you’ve got to take that next step.
Don’t obsess over trying to mimic someone else’s sound, unless you’re OK never making it past the cover band stage. If you want to change the world (or at least the 10 mile radius around you), play something new. Take a stand.
Blow out some speakers.
(And yes, I realize the irony of echoing Adam’s point in this very post, but come on, I’m no Jimi Hendrix.)
[Image: Marco Raaphorst]
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Peter Drucker – The famed business consultant – said . . . “Marketing and innovation produce results. All the rest are costs. ”
He knew what Adam talked about in his post.
Most people hear this and think they have to be completely unique but I don’t believe that is indeed the case. I think you need to carve your own space in the market not too unlike RedBox did to take a big bite out of Blockbuster and Netflix’s pocket.
They didn’t invent movie rentals. They just came at the same concept from a different angle that the market appreciates. That’s innovation more so than the re-invention that most people think of when coming into the game.
Steve Jobs did the same with the MP3 player and the tablet.