Humans are biologically and psychologically primed to
engage with novelty. It is a natural habit of the mind to explore things that
are different and unexpected. Humans want to move closer to the ideas that are
unusual enough to encourage exploration.
Except, of course, when those humans
are trying not to get fired. That changes everything.
I have a friend who runs
a event production company. Every day, she gets emails and phone calls from
organizations who want to hire her to make their next corporate meeting a big
hit. But from what she tells me, the initial conversation always goes the same
way.
The marketing director wants to do something interesting and memorable and
meaningful to build buzz about the company’s latest product. The budget is x, the date is y, the customer is z, so
what can you do for us, she asks.
Instantly, my friend’s brain snaps into
brainstorm mode as she brilliantly populates a list of innovative concepts to
help the client achieve their objective. It’s marketing gold. To the point where
my friend get just as excited as the person who called.
But eighty percent of
the time, the prospect ultimately says, look, those all sound like great ideas,
but the board will never go for them. Can we just do a flash mob?
Woops. So
much for engaging with novelty.
Turns out, people do want innovative ideas, but only within a rigidly accepted
orthodoxy. People do want to try new
and fresh and creative approaches to business, but only if those ideas are risk
free and guarantee corporate buy in and don’t require making major changes in
their general way of doing business and won’t get anyone fired.
The reality is,
most companies really just want another derivative strategy that carries the
illusion of being innovative, but never actually breaks new ground. Because
that’s what keeps them safe. It’s profoundly frustrating for the hyper creative
entrepreneur. You feel like your talents are being wasted. Like your finest
creative impulses are being smothered.
And the sad part is, there’s not a whole
lot you can do about it. Unless you keep a running list of all the innovative
ideas your scaredy cat prospects are afraid of, and then sell that list to
clients who actually have courage.
LET ME ASK YA THIS…
What keeps your clients from implementing your strategies?
LET ME SUGGEST THIS…
For a copy of the list called, “37 Words that Should Not be in Your Company Name,” send an email to me, and you win the list for free!
* * * *
Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.
“Scott Ginsberg’s employee training on approachability was the absolute perfect fit, and completely exceeded everyone’s expectations, including mine. The feedback we received from our team was that this was hands down the best training they have ever been to. Scott found out what was important to us and gave us several options for training solutions. I would highly recommend him for a variety of industries, and I would happily work with him again!” –Anne Conway, PHR | Corporate Director of Training and Development, | Lodging Hospitality Management
Email to inquire about fees and availability. Watch clips of The Nametag Guy in action here!
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