Today is the 50th anniversary of JFK setting the goal of and asking Congress for funding to put an American on the moon by the end of the decade. Obviously this has nothing to do with marketing, but I feel that it’s an important moment to reflect upon because of how Kennedy delivered his objective. Providing proper background information, along with a clear and concise objective allows for little confusion amongst team members, and provides a common goal towards which the team can work together. This clear vision can make what seems like an insurmountable effort a very possible feat, which is why leadership needs to clearly understand their objectives when tasking their team with a job. Same goes for assignment/creative briefs. Unless you know what you’re asking for, you can’t expect others to deliver exactly what you want.
It also helps to be an inspirational speaker like JFK was.
In life, there are two types of things; necessities and luxuries. Those things we need vs. the things we want. Most social media sites and services fall into the latter, the luxuries/wants. We don’t NEED to tell the world what we’re doing at every second, nor do we even need to share pictures of our vacation with every person we’ve ever known. We do need to eat, sleep, produce, and consume…to a certain degree. The world would be a better place if we all consumed much less of everything, but that’s not the world we live in, therefore we do need commerce, which is why Square is coming at the digital and social world from a much more substantial and lasting angle. By simplifying the monetary exchange process, Square is redefining how we’ll make purchases (consumers) and accept payments (retailers), a core process from which an infinite number of revenue channels can be implemented, much wiser than the opposite route of creating necessity out of luxury. Once this new way of payments becomes more prevalent and they start reaping the financial benefits of its licensing practice, it’ll be interesting to see who they monetize the app even further via advertising and partnerships.
Here’s a brilliant example of a marketer seizing an opportunity to turn a negative situation into a positive one, and positioning their brand and product at the center of that transition. Even though the idea directly effected a small amount of people, the video and overall idea will carry across the web for an open-ended amount of time. This should show marketers that an idea doesn’t need to be grand in the real world in order to have a grand effect in the real world.
Too bad the product being pushed is an even bigger waste of plastic housing an even smaller portion of an unhealthy product.
This doesn’t have as much to do with marketing than it does with operational efficiencies, which affect our business lives as much as any other element. In India, 175k home-cooked meals are delivered every day by an army of illiterate men, named dabbawallahs, on trains, bikes, and on-foot from suburban homes to business people substantially far away in Mumbai. The delivery device is a triffin, a crafty stack of trays that keep 4-course meals separate, fresh, and protected. Since these delivery men are illiterate, an ingenious color coding system (seen above) is used to ensure accurate and efficient deliveries. The system is so accurate that only one out of every 8MM tiffins is lost. One out of every 8 million!! Think about that. Amazing.
The primary thing we in corporate America can learn from this is that there are basic mechanics to what we do, and if those basics are mastered and carried through with precision, the remaining steps throughout the process will fall into place. In marketing, it’s easy to lose site of the basic mechanics, especially with the relentless introduction of new technologies and philosophies coming from every channel, vertical, and direction. Yet, as long as we use all available resource and technology to understand our clients’ landscape, target, and objectives, we can use our experience and intuition to deliver a service and product that stays on-mark. Yet, if we let those fundamentals slip, the rest of the system will go awry.