Following on our theme this week of branding, this article looks at how to be REAL in marketing. The author talks about the downside of being "too perfect" in the marketing space. How do you perfect your nonprofit brand while staying real?
We live in a world of increasing pressure and uncertainty, driven in large part by digital technology infrastructures.
Author John Hagel goes on to explain a vicious business mindset we face today that constricts our opportunities and keeps us either stuck, or trending downward.
There are several pieces contributing to this limiting cycle and the narrative we tell ourselves, and each other, is a HUGE part of the problem.
Hagel documents the threat-based narrative we are surrounded by and its consequences for our businesses (and political life):
Short term focus
Magnified risk while sacrificing potential rewards
Uniformity versus innovation
This is not what we want for 2012. As writer Salman Rushdie says, "Those who do not have power over the story that dominates their lives truly are powerless, because they cannot think new thoughts."
In other words, if you want different results, change the story you are telling yourself.
Hagel brilliantly lays out the mindset problem and narrative we face today, and offers us an alternative. The alternative starts with sharing a new narrative, and then supporting structures to make it real.
Read this article. Shift the story. Add reinforcing structures to your business. You can do this in your own life and business -- you don't have to wait for some powers-t0-be to take action first.