As one of my favorite marketing gurus, David Ogilvy, once wrote, “Great marketing only makes a bad product fail faster.” How true.
We don’t need more messages or products or services. Instead, we need better messages, products, and services.
The truth is, mediocrity is natural. You don’t have to do anything to drift there. It just happens. But if you want to create truly wow experiences—and if you want to build your platform—then it is going to require courage. Are you willing to be brave?
Outline what would have to be true . Rather than merely asking how to get from where you are to where you want to go (strategy), I like asking what would have to be true for my dream to become a reality. For example, when I set a goal of hitting the best-sellers list, I realized I would have to write a compelling book, become its chief spokesperson, get major media exposure, and so forth. I started with the dream and worked backward.
Don’t listen to that mocking little voice that tells you to be more realistic. Ignore it. You can either accept reality as it is or create it as you wish it to be. This is the essence of dreaming—and thinking big.
Perfectionism is the mother of procrastination.
If you are a hobby blogger, you can get away with the occasional post that strays from your primary message or brand. But if you are trying to build a platform, you need to find an editorial focus and stick to it. A tighter focus leads to higher traffic. This is why I have tried to narrow my own focus to four areas: leadership, productivity, social media, and publishing. If I want to write on something else (e.g., fitness), I do so through one of these four lenses.