The Marketing Word | Differentiation Marketing

Archive for July 2010

Delete, Delete, Delete

I am on a simplification rampage lately, throwing out, donating, shredding as much as I possibly can.  I am tired of all the excess.  Tired of too much (non) information, too much noise, too many possessions.

When the world gets too complex, we hide in the simple.  We like to say we relish simple things and maybe that’s a nicer way to put it.  But really, we go hide in our little nest or cave and let our brains quiet down, trying to get ourselves back to center.

To that end, I’ve started unsubscribing from as many marketing emails as I can.  I am throwing out the people who send me announcement after announcement of launch after launch.  I am getting rid of the people who are in a niche I am no longer interested in or have put on the back burner for now.  Mostly I am getting rid of duplicate marketers who are selling variations of the same thing.

Which brings me to my frustration with the world today.  We’re all doing variations of the same thing.  I have a friend who calls it “mowing each other’s lawns.”  We’re all selling something to the next guy.  But what I don’t see is people PRODUCING things.  And I don’t mean just tangible things.  I don’t see the innovation and creativity that are needed to turn this country’s and the world’s economy around.  I haven’t seen him, but I hope there is a farmer in Iowa who has been tinkering in his barn and is developing a new, cheap biofuel or an engine that really does run on water.  I hope that there are enough young people who still want to go into farming to produce our food, even though being a reality TV star looks like more fun.  I hope that there are people who aren’t waiting for the government to create jobs and are working to create jobs for others.  I hope that somewhere there is a researcher who is patiently trying and testing his ideas, which other scholars have scoffed at.

Everyone likes to think they “think outside the box” but really, how many people take the time to think at all, much less think creatively.  How often do you get a chance to sit quietly and wonder about the why and how behind the headlines or even people’s actions.  How often do you have a chance to slow down and observe how something works?  How often are you able to throw off the filters of your education, upbringing and social environment and truly think from a different perspective?

Doing the same stuff isn’t working.  The world is in transition.  This should be a time when you are not only allowed but encouraged to pursue “crazy” ideas.  But I think that first we have to clear out the noise, stop relying on what other people tell us we should be doing and just get our brains quiet.

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