Thinking inside the box
I hit a brick wall today. I wonder how many other consultants find themselves in this position, or perhaps, how frequently is a better question.
Have you ever heard the term to think outside the box? I’m sure you have. Just about every manager, business leader and guru has been using it for the past 5, 10, 15 probably many more years than that. People use this expression because it actually makes sense. Trying something new or taking a different approach to a business problem may actually help you to rectify the issue.
In marketing it’s an even bigger buzz word. Marketers are forever looking for something new and different with which to reach their audiences and make money. Whether it’s a new advert, or innovative delivery channel, or even a new product design. They realise innovation is a key component of long term business growth.
Today I heard a different approach, one that’s new to me. It’s called “thinking inside the box”. It translates to only marketing in the same ways that our competitors do - advertise in the same journals, gain publicity in the same press etc etc. I’ve no doubt doing this works, after all if it didn’t, then why would so many smart people invest their time and money in these ways?
However to my mind this is business suicide. Marketing should be multilevel and it should be innovative in order for a business to stand out from the crowd. But there’s no telling some people. I’m sure somebody once said businesses should “innovate or die”.
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