Groundbreaking marketing campaigns are not typically the result of some isolated creative insight, but of trial and error, failed experiments, and the willingness to be wrong. Solving real marketing problems (the difficult ones that matter) requires that we embrace uncertainty. The catch is that not knowing the right answer feels really, really bad.
So we play the smaller game and limit ourselves to creating safe, generic marketing that disappears into the void. Then we spend the rest of our energy worrying about being replaced by AI, or an overseas human alternative who’s willing to do our systematized work for pennies on the dollar.
If we want to create real value for our customers and organizations, we have to be willing to do the uncomfortable work, knowing up front that we’ll get it wrong much more often than we’ll get it right.
Once that becomes a habit, coming up short feels less like a personal failing, and more like a sign that we’re doing something worthy of our creative energy.
“Every problem, every dilemma, every dead end we find ourselves facing in life, only appears unsolvable inside a particular frame or point of view. Enlarge the box, or create another frame around the data, and problems vanish, while new opportunities appear.” The Art of Possibility