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May 2004 Archives
May 17, 2004
Being Safe is Risky
Posted by Kevin D. Hendricks | Filed under: Marketing
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So often we like to go with the safe answer. It may not necessarily be the best solution, but it works for everyone else. Maybe a church advertises in the phone book because that's what churches do. Maybe a nonprofit organization sends out monthly donation letters because that's what nonprofits do. Maybe a clothing store has weekly sales because that's what stores do.
The problem is that's what everybody else does. Every church, nonprofit and store are doing the same things and nobody notices. In his book Purple Cow, Seth Godin says it's risky to be safe. Being safe may seem safe, but it's increasingly becoming risky because everyone is safe. If every corner store has the same sale, suddenly your sale isn't bringing in the customers like it should. Suddenly your safe idea is a big risk.
Instead, Godin claims it's safer to be risky. By trying out there ideas, being willing to take a chance, doing something different than everyone else, you're actually in a much safer position. You're more likely to be noticed by being risky.
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