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Be Disruptive and Intrusive |
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Disrupt the mind and intrude into that disruption. |
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The Swatch Watch brand gained attention with a giant watch replica which hung down the side of a building during the Olympics. When I wanted to emphasize a profit opportunity in software, I arranged for $1 million in one-dollar bills to be stacked in a giant 20-foot high display at a trade show. When Federal Express wanted to dramatize its Saturday pick-up service, it sent 30,000 coffee cakes to Federal Express customersdelivered by Federal Express, of course. |
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Every commander in battle strives to achieve the breakthrough. In business, too often the search is confined to the need for sheer numbers to achieve the breakthrough. As we increase our efforts, so do our opponents. After each failure to achieve the breakthrough, the reaction is to call for a little more effort. |
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When we wish for just a little more time, more funds, more prospects, or more customers, we fail to realize that ''just a little more" is not enough. As we increase our efforts, so do our competitors. The result of annual "more, better, faster" strategic plans is often just a dance. |
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When we achieve changes in position, it is because of a carefully planned extraordinary effort. In order to achieve a breakthrough, two major problems must be solved: |
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| Dislocation: You can't hit the enemy unless you have first created the opportunity. | | 2. | Exploitation: You can't make that effect decisive unless you exploit the opportunity before he can recover. |
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The business implementation equivalent is be "disruptive" and "intrusive." You must disrupt the mind and intrude into that disruption. |
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Disruptive and intrusive communication has been achieved in a variety of ways. It ranges from the unexpected appearance of the boss at an employee event to the publicity stunt that achieves worldwide coverage. |
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Neither the disruption or the intrusion that creates attention should be crass or offensive. If the disruption puts people in a negative frame of mind, the strategy backfires. To be effective, the intrusion must be directly related to your message. |
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