September 3, 2008

Keep Dreaming

The 1989 film Field Of Dreams made popular the phrase "build it and they will come". The mistake a lot of us made was that we thought that it was good enough to build something without further effort. It was a great story but reality was missing. And I am a great believer in the power of attraction.

Hollywood can poetically depict a man making a baseball diamond in the middle of a corn field in the middle of nowhere where people just show up.

Reality needs more of a nudge.

We see it with the millions of bands on MySpace expecting fame simply because their latest EP is available for download on their site. I’m a music pig, I love discovering new bands, but I probably listen to 50 bands before I hear one I will tell someone about them.

Just because you invent the all-purpose flipper phone for scuba divers doesn’t mean there’s a demand for it. A three-wheeled triangle car that runs on peanut butter may sound intriguing, but there’s good chance it won’t go anywhere.

If you’re going to market your flipper phone, you need to find potential scuba divers - this is advertising and marketing 101. But any of us in the business will tell you that it’s not easy and even the best make mistakes.

The ancient adage keep it simple has never been more important than now. With eight billion websites, hundreds of cable channels, terrestrial and satellite radio, billboards, bus boards, portable devices and more; it ain’t as easy as building it and they will show up.

But without dreams, no one will come no matter how snazzy you make the campaign. So keep dreaming but know that’s the beginning of the process.


© Kneale Mann people + priority = profit
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