The Zen of MarketingPosted: June 30, 2008 | |
Sometimes we become an obstacle to our own success. The trick is to get out of your own way to allow great things to flow. For marketing messages, this means the flow of ideas… of creativity… of uniquely effective wording. When crafting better marketing, what we think we know (our assumptions) ends up limiting us from potential brilliance.
Over the weekend, I picked the book “Zen Mind, Beginner’s Mind,” by Shunryu Suzuki. My friend Monica Day recommended it to me a couple of months ago. She once told me that I should approach each project with a “Beginner’s Mind,” a fresh outlook. Ignore your past impressions, stereotypes, experiences and prejudices. See the thing as it truly is – as if you’re seeing it for the first time. Once I did this, amazing things began to flow, to the delight of my clients!
When you consider your marketing, you may find that your approach has evolved from the campaign before it, and the campaign before that. But when you examine your message as it is today… without regard to its history… is it as strong a message as it could be?
Taking a “Beginner’s Mind” approach helps you see things in a fresh light when evaluating a fresh marketing approach. When working with your creative team, remind them of the “knowns,” but don’t limit them.
Encourage them to have a Beginner’s Mind as they work on your campaign. Only then do you see things as your customers do. Only then can you invite the flow of fresh creativity you deserve to help your business grow.