Here’s a recap from the business part of our trip to New York. Some of the biggest names in business and politics speak at this conference. People like Bill Clinton, Jack Welch, Seth Godin, Howard Schultz, and Malcolm Gladwell. Here’s a little video about what I learned from them.
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I recently purchased a 1976 MG Midget Convertible. I needed a car to get me around town since I’m changing jobs and no longer have a company vehicle. My search narrowed down to two choices. A 1991 Acura Legend and the MG Midget. Both were in decent shape, both cost less than $2,000, both got good gas mileage, and both accomplished the same basic need of transportation.
The difference is that the MG gets noticed. And that’s where the marketing lesson comes in.
Since I purchased the MG, I’ve driven it around town several times and observed reactions when people see it. Some people almost get a crick in their neck watching it drive by. Others give it a quick glance and go on their way. Some barely notice it at all. But almost everyone at least acknowledges the uniqueness of this car among the hundreds they see everyday.
So, what can the MG teach us about effective marketing?
• Effective marketing doesn’t have to be over-the-top extreme, it just needs to differentiate you from the pack. Sure, a hot pink monster truck would get even more attention than the MG, but at the expense of reputation, tact, and cost.
• Marketing should be unconventional, just like my decision to buy the MG. Most people would never even consider buying a 33 year old car, yet its age is one of the things that makes it all the more interesting. People just don’t see cars like this very often. The Acura was conventional and expected.
• It should tell a good story. When people hear about or see the MG, they want to know more about it. What does MG stand for? Where did you find it? Why does it have three windshield wipers?
• It doesn’t have to cost a fortune.
• It should be talkable and easily spread by word of mouth. People have been talking about the MG before they even see it. It has created quite a bit of anticipation and interest.
• The name you choose should be catchy and memorable. “MG Midget” is just fun to say. And you remember it because the name relates directly to the main characteristic of the car, it’s size.
Scrappy organizations know how to get what they want.
Their process may not always be pretty, but they get it done.
They are full of fighting spirit which is what it takes to get a business off the ground.
What do I mean by “scrappy”?
The way I see it, to be scrappy is to be unafraid of rejection, ready to try anything, and resilient enough to get the sh*$ kicked out of you once in a while.
The funnest time to be part of a business is in the scrappy phase. This is a time with new breakthroughs every day, very few processes, a unified sense of direction, and a time when every little accomplishment feels like conquering Mt. Everest and every failure feels like jumping on a bike with no seat. It is a time of incredible creative energy. And anyone who tries to slow the momentum will get clipped at the knees.
Too many businesses lose their scrappy spirit as they grow. Hierarchy takes the place of bold decision making and rigid procedures replace spontaneous creativity.
No matter how big our company gets, I hope we keep kickin’ it scrappy style.
(Wow, even this post is kind of scrappy!)
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