Amy Wilkinson, author of The Creator’s Code, recently wrote on LinkedIn about the ability to recognize competitive imperfection in a marketplace as a major element of entrepreneurial success. Marketers can learn much from her analysis of what separates the most successful entrepreneurs (like Jack Ma and Elon Musk) from the also-ran’s.
Extraordinary results come from what she calls entrepreneurial alertness, a kind of hyper-awareness of opportunities that results from atypical business thinking. And by atypical, she means something beyond logical analysis and strategic planning (which are great for peak corporate performance, of course). True discovery requires a different set of skills. This different way of thinking—or perceiving the world, really—she breaks into 3 patterns of architect, sunbird and integrator.
What can any marketer learn from this? As creative types, we need to be alert to the possibilities to forge new connections with our customers. One way to do this is to draw connections that otherwise would not be seen. By connecting customers to what they need, the marketer can in effect be the architect of new business. The concept of alertness evokes Maria Konnikova’s explanation of peak brain performance requiring focus and mindfulness; her book Mastermind devotes much space to the concepts of awareness, perception and cognition.
Just as focused attention and careful thought can lead to visionary business solutions, they are also the ingredients of creativity … the fuel of marketing. In other words, marketers that can see the whole picture have the ability to spark groundbreaking creations by connecting spaces previously left separate. All marketers should be excited about their potential to reshape the world according to a unique vision. You don’t have to be Jack Ma or Elon Musk to create new connections to your customers. Harness your inner mindfulness to recognize and articulate something your company can offer that your competitors don’t … then tell that story as loudly as you can.
Download Fathom’s content brand voice questionnaire (Microsoft Word) to speak a unified message.
Photo courtesy of Koshy Koshy via Flickr.