The bait should suit the fish, not the fisherman

I have
a colleague who spent twenty years in the marketing department of a global
telecommunications company. 

Part of his job wad dealing with marketing agencies
on a daily basis. And in many cases, he would watch his budget and business
objectives take a back seat to that agency’s enthusiasm to make their mark

It’s no wonder he went on to start his own firm and land clients
who rehire him year after year. He knew the number one rule of business. 

the hook to suit the fish, not the fisherman. 

It’s the mistake most creatives
make. Myself included. And it can manifest in a number of ways. 

We’re so
obsessed with getting reactions, we forget to get results. 

We’re so determined
to create mystery and suspense; we frustrate our audience.

We’re so busy
performing and pointing the camera at ourselves, we forget to be useful. 

so focused on showing off and seeking applause, we forget to achieve our

We’re so concerned about being slick and clever and funny and
unique, we fail to be believable. 

And my personal favorite:

We’re so keen on
getting credit for coming up with the right idea, we fail to get the idea

Think of as an audit for your marketing efforts. Always make sure your
bait suits the fish, not the fisherman. 

No matter how badly you want to make a
name for yourself. 

Because nobody wants to watch a snoozy tale about the
legacy of your hemorrhoid cream. 


Are you willing to kill the cleverness that makes you shine instead of the product?

* * * *

Scott Ginsberg

That Guy with the Nametag

Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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