No one wants to average, but everyone wants to be considered normal.
We feel unique, but most of us don't want to stand out.
Cliches are based on predictable patterns, words, solutions, and problems.
Go to school, get an education, get a good job.
You have to spend money to make money.
You can't save your way to success.
A life without struggle is not a life worth living.
First in wins.
Curiosity killed the cat.
A cliche thought followed by cliche action creates predictable results.
We cannot win by fighting the same battle as everyone else.
Winners in battle change the rules to their advantage so they can win. All great generals of war know this.
To win the game, you must change the rules, or wait an extremely long time with many casualties.
I'm impatient, and I don't want any casualties on my side.
I'd rather change the rules in my favour.
The United States military is the greatest military force the world has ever seen. In 2000, they developed War Game called Millennium Challenge. Paul Van Riper, a lieutenant in the Vietnam war was hired to act as a Middle Eastern rogue nation, otherwise labelled as "Red Team". The good guys were called "Blue Team".
Paul Van Riper knew the traditional steps in war. He prepared for the big slow moving machine to start their process. When "Blue Team" knocked out communication towers, he had already incorporated Morse Code to keep the lines open. When Blue Team attacked the ground head-on, Red Team attacked the back line, taking down aircraft carriers, and battleships. Blue team was highly predictable and Red Team was not. Using guerrilla warfare tactics that weren't conceived by the intuitive mindset of the opposing generals posed a major challenge for Blue Team. Within weeks, Blue Team was defeated despite its resources. Van Riper wasn't predictable and Blue Team didn't know what to do each time he struck.
Marketing works exactly the same way. The battle to gain attention is harder every day with each piece of new technology demanding our attention.
The way to win at marketing is by doing things differently.
Roy H. Williams of Wizard of Ads teaches his students about Broca's area of the brain. Broca is the gatekeeper to our brain. If the received information is not new, exciting or different, Broca slams the door shut and doesn't pass the material to the area of the brain that will retain it for future use.
Cliche is not new, exciting, or different.
Your life works the exactly the same way.
I'm impatient, and I don't want any casualties on my side.
I'd rather change the rules in my favour.
The United States military is the greatest military force the world has ever seen. In 2000, they developed War Game called Millennium Challenge. Paul Van Riper, a lieutenant in the Vietnam war was hired to act as a Middle Eastern rogue nation, otherwise labelled as "Red Team". The good guys were called "Blue Team".
Paul Van Riper knew the traditional steps in war. He prepared for the big slow moving machine to start their process. When "Blue Team" knocked out communication towers, he had already incorporated Morse Code to keep the lines open. When Blue Team attacked the ground head-on, Red Team attacked the back line, taking down aircraft carriers, and battleships. Blue team was highly predictable and Red Team was not. Using guerrilla warfare tactics that weren't conceived by the intuitive mindset of the opposing generals posed a major challenge for Blue Team. Within weeks, Blue Team was defeated despite its resources. Van Riper wasn't predictable and Blue Team didn't know what to do each time he struck.
Marketing works exactly the same way. The battle to gain attention is harder every day with each piece of new technology demanding our attention.
The way to win at marketing is by doing things differently.
Roy H. Williams of Wizard of Ads teaches his students about Broca's area of the brain. Broca is the gatekeeper to our brain. If the received information is not new, exciting or different, Broca slams the door shut and doesn't pass the material to the area of the brain that will retain it for future use.
Cliche is not new, exciting, or different.
Your life works the exactly the same way.
Two roads diverged in a yellow wood,And sorry I could not travel bothAnd be one traveler, long I stoodAnd looked down one as far as I couldTo where it bent in the undergrowth;
Then took the other, as just as fair,And having perhaps the better claim,Because it was grassy and wanted wear;Though as for that the passing thereHad worn them really about the same,
And both that morning equally layIn leaves no step had trodden black.Oh, I kept the first for another day!Yet knowing how way leads on to way,I doubted if I should ever come back.
I shall be telling this with a sighSomewhere ages and ages hence:Two roads diverged in a wood, and I—I took the one less traveled by,And that has made all the difference.
- Robert Frost "The Road Not Taken"
This is so true, especially in the Maritimes!
ReplyDelete