We’re hearing a lot about layoffs. And our hearts and prayers go out to anyone experiencing them.
Some of us here have been on both ends of a layoff. Equally tough if you’re the least bit human, although hard to believe if you’re the one being laid off.
So before going any further, if the latter is you, lay off fear first. Regardless of the company’s cause for layoffs, it’s likely due to whatever impacted their bottom line and not to hiring poorly. Fear has no place in leveraging your ability to not simply land on your feet, but to land something better. And please, use the connections of those in our agency if it can help.
To those companies laying off good people, do likewise. Lay off fear first.
As M.T. Fletcher writes in the January 22, 2023, issue of Ad Age, “There’s an epidemic of fear that drives most marketing today … risk-adverse [marketers] are desperate to put numbers on the board without making waves.”
We’ll wager your company, and your arch rivals, were founded and grew by making waves.
So lay off fear first.
Fear kills collaboration, the key to creativity in all you do. Fear demands mediocrity. Internally and from your agency. You don’t want any of us fearing differentiation. After all, without risk, there is no reward.
Marketing is the only line-item expense that actually generates revenue. So lay off fear of maintaining your budget in tough times. History shows brands that maintain their budget gain share over those who don’t.
Lay off fear of heart and gut. Listen to data and analytics for what they are: important insights into where and how to reach your customers, their buying habits and response and reaction to your brand and messaging.
But be fearless in knowing WHY. Why feeds your heart and gut and leads to relevance. It reveals emotion, values, beliefs, and attitudes. Not just about your brand and product, but about life, and everything influencing and impacting it. Until we’re robotic and mindless clones, we need relevance.
After all, you can’t expect anyone to surf in a flat sea of mediocrity. We need and crave to catch a wave.
Lay off fear. Make waves.