“When Won Is Better Than Two!”
As well-proven within our hyper-changing consumer electronics industry, “success breeds success.” Failure also breeds success if we are smart enough to capitalize on the lessons of failure to breed sharper brand and product investments ahead of our future.
Vince Lombardi once said “winning is a habit, unfortunately so is losing.” As we know through personal experience, repetition is not the key to winning. Missing the same receiver in football through repetition does not breed quarterback advantage, does not signal the teams fertile road to more yards gained. Commanding a released ball or, metaphorically, your CE product that actually spins aggressively and hits the receiver (consumer) is called successful vision and smart practice, not repetition.
Intelligent practice breeds competitive opportunity and competitive advantage. Practice warrants and garners success. Smart retailers and manufacturers study everything to build relevant and competitive muscle memory for every opportunity, treating defeat along the way as nothing more than a setback to be respected, to be shed. Through our fertile supply chain of new products, we recognize practice makes perfect while repetition is simply the refuge of the unsure, of the unguided. This gridiron thinking applies to brand building, product disciplines, price logic, line logic, traffic driving and even determined retail selling, advertising and marketing strategies.
As we know, the mirroring formula for football and for any sport - business success is the smart confluence of practice, knowledge and creativity. And surely our confidence and determination levels are also competitive assets fueled by preparation. Within our CE businesses we understand how to practice, we understand how to gather relevant knowledge. But how do we create? And just how do we construct, mature and amplify relevant, highly active and reactive brand and product creativity?
All CEOs should teach creativity through their sales and marketing operations, to best preparetheir teams to escape and steer around the predictable. The predictable? “We do not need another product in this category on our retail shelves.” The predictable? “Consumers are just not voting with their dollars for your product or brand.” The predictable? “Your competition has better products, better brand value and pricing.” The predictable? “We now have the largest museum of failed products in the history of this business.” The predictable? “You, your brand and your products are all fired!”
I personally believe it is the responsibility of each and every CEO to own creativity, to teach creativity, to fuel the creative passion and prowess of their employees across the entire enterprise. Most importantly, suggesting and digesting creative planning and execution designed and tuned for competitive performance. And that creativity is in itself refulgent competitive advantage stimulating products and brands to sing and dance across shelves, to hop into consumer retail and e-tail wagons; to gain hard fought market share by aggregating sales and marketing as “won,” not two. Trust me, your company’s CFO recognizes creativity as a mammoth weapon of choice and market catalyst towards accelerating return on investment (ROI), return on reputation (ROR), return on your brand assets (ROBA). Highly successful CE leaders know to use sales and marketing creativity to ensure retail push and pull should always be quarterbacked as one, not two.
For the retail and manufacturing ”washed,” you know those of you in sales and marketing who utilize creativity as your daily best weapon of competitive choice, you will surely call me “the Master of the Obvious.” For the unwashed, those not charged with leading either sales or marketing you will most likely call me over stated. For new, smart and highly passionate sales and marketing leaders I am sure you are wondering just how you can be more creative to win. You’ll ponder “just how do we anoint and teach creativity through the sales and marketing teams and how do we unite two organizations to compete as one?”