The Brand Autopsy Archive Project
1,400 posts since December of 2003. That’s a lot of HMOs (hot marketing opinions) served up on the Brand Autopsy blog. For this week, we’re going to revisit five vintage posts from the Brand Autopsy Archives. Enjoy...
BACKSTORY | March 28, 2011
I remember being homesick in March of 2004. It was just a few months after I had moved from Seattle to Austin to work with Whole Foods Market. Luckily, work travels brought me back home to Seattle. I stuck around a few extra days to visit some old haunts and finally got around to reading the excellent book, THE VISIONARY’S HANDBOOK. This post shares one of the many thought-provoking paradoxes that every marketer at a growth company should read and be inspired to think/act differently.
Originally posted on March 24, 2004
While on vacation in Seattle, I’m taking time to catch up on some reading and some thinking. Currently, I’m chewing on the paradoxical wisdom written by Watts Wacker and Jim Taylor in The Visionary’s Handbook. (Admittedly, I am a laggard in reading this book as it was first published in 2000. I really hate being a laggard!)
In one chapter, the authors talk about competing for "Share of Consciousness" with consumers.
“To win consciousness share, the message has to tie to the product to the experiences of the consumers you want to reach, so it can enter the full dimensionality of their lives. The message can’t just celebrate the product – products are everywhere.
You can also create consciousness share by never forgetting that all great consumers – the ones who set markets and launch new product lines – are acutely aware of themselves as markets of one. Fail to win a share of their attention by being innovative at the same time you are pursuing a share of the larger market consciousness, and you’ll be sacrificing the future for the present.
The largest percentage of the market you are ever going to attract occurs at the very moment you begin to lose the customer who made it happen.”
All marketers working for companies that are in full throttle growth mode should re-read and "chew" on this statement again: “The largest percentage of the market you are ever going to attract occurs at the very moment you begin to lose the customer who made it happen.”
WHOA!!! That is a “chewy” statement.