People like their lives to be comfortable. Safe. Predictable. And marketers are certainly no exception. When big budgets are on the line (not to mention people’s necks), marketers tend to play it safe even more. Sticking with what’s worked before seems like a smart thing to do. After all, if it worked before, it’ll probably work again — sparing people the risk of failure, wasted time, wasted money, and a pink slip.
Unfortunately, while it’s nice in theory, it doesn’t really work that way.
Because if a marketer isn’t pushing the limits of their comfort zone and scaring themselves a little bit, then the company is not growing.
And if a company isn’t growing, it’s dying.
Though the exact number is up for debate, we all know the average person is bombarded by marketing messages all day long. With so many companies competing for our attention, it’s more important than ever to stand out from the clutter.
You don’t stand out by doing the same thing you’ve always done, or by doing the same thing everybody else is doing. You stand out by doing something new. Something original.
But being original can be risky.
Of course, the leading business experts will surely tell you that the biggest risk you can take is to play it safe. To stagnate. To do the same old thing year after year. But while risky behavior won’t always succeed, playing it safe is a surefire strategy for failure in the long term.
Fear is good. It pushes people and businesses to grow and reach new levels of success. The key is to be smart about it. Have a sound strategy behind the work. Collaborate with marketing experts. Minimize the risk as best you can.
Then close your eyes and jump, nervousness and all.