Archive for May, 2011
Thursday, May 19th, 2011
It’s easy to do what we’re comfortable doing. There’s little risk, after all, in doing what we know we’re good at. But doing what you’ve always done leaves little room for doing what you’re capable of doing.
Our industry needs risk-takers, provocateurs, innovators and inventors. We need people who rethink old ideas, who push boundaries, who explore unchartered territory.
What keeps most of us from greatness is fear of failure. But it’s not the act of failing that is nearly as scary as being a failure. We need to distinguish the two in our minds and recognize that the most effective route to innovation is by way of a few mistakes. That doesn’t make you a failure. It makes you brave. Besides, I can’t think of a greater failure than to never recognize your potential. Never failing probably means you’ve never tried.
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“The function of leadership is to produce more leaders, not followers” – Ralph Nader
A thought provoking quote, no doubt – and one that should reshape your thoughts on leadership. But what if I evolved the wording ever so slightly to make you rethink marketing your event business: “The function of marketing is to produce more marketers, not followers“.
At its core, great marketing is about creating experiences that turn your customers into a voluntary salesforce. We can often be blinded by the desire to attract more eyeballs to our ad, our website or our Facebook page and lose sight of the far more important task of giving the people we have secured as clients a reason to sell our business for us.
The power behind this idea is that when looking for an event business, your customers will likely trust what other people, like them, have to say about your services far more than what you have to say about yourself.
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