Hold the Plastic Marketers, Your Markets Want Pure.

In my latest column over at The Daily Fix I'm talking pure, not plastic, and the tremendous benefits of creating platforms that level, not limit, playing fields... by breaking new ground through removing old barriers.

I use the incredible story of Susan Boyle as a prime (pure!) example of this model.

My message? Don't fake and force authenticity---you'll fall flat every time because, no matter your budget, you can't bottle the stuff--focus instead on creating platforms that allow innovation, new products, services, markets and, yes, stars, to be discovered (or uncovered).

Trust me, this world has enough plastic.

The post is here.

(And thanks to Women Unlimited, a site out of the U.K., for also running the piece!)

Comments

[Sim]

So I'd heard of her performance, but hadn't yet seen it, I just did!
Being a HUGE Capra fan, this one is "hanger" right in my sweet spot!

Ever walked into an ad agency creative department?
Ever witnessed the PEACOCKING?
Ever seen how everyone else looks remarkably similar to everyone else?
Ever noticed how they posit themselves: "OUT OF THE BOX THINKERS?

I was watching the audience reaction (upon first blush) when Ms. Boyle
walked on stage. They were indeed rude and prejudiced! My hunch is
their reaction to this contestant, wasn't too different than what happens behind closed doors to some of us, when our resumes are shared amongst HR-ists?

"TOO young."
"TOO old."
"TOO much package goods."
"TOO much retail."
"TOO much print."

The difference between Ms. Boyle, and many of us,
is that at least she got a chance to sing!

BRAVO!

Perhaps the ones who promulgate these stereotypes could use a
refresher course in "OUT OF THE BOX THINKING."
We should submit Ms. Boyle's audition tape as EXHIBIT A!
Our little industry is way too stilted in favor of STYLE over SUBSTANCE!

[Authority Networker]

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