I’m now in my 26th year in branding, marketing and strategy.
I’ve yet to come across a single “silver bullet” – a tactic that works perfectly in all situations. Not one.
Of course, that doesn’t stop certain charlatans from peddling their Magic potions. My spam folder is littered with them.
(Most recently, some clown spammed me with an offer of thousands of “guaranteed, qualified” LinkedIn leads. How can they be qualified if he doesn’t know the first thing about my business?)
To be fair, these swindlers wouldn’t crowd the fringes if there wasn’t a market for their wares. Every service provider I know has a few stories of prospects who approached them seeking the equivalent of magic pixie dust. (Usually for a dollar.)
What’s more effective than silver bullets and pixie dust?
Discipline. Craft. Continuous learning. Situational awareness. Service. Investment. Focus. Curiosity. Perseverance. Substance. Empathy. Courage. Depth. Connection.
Leave the magic to Harry Potter. Your business operates in the real world.
About Matthew Fenton: Matthew founded Three Deuce Branding in 1997 with a simple mission: “To help good people build great brands.” He’s a former CMO who repeatedly led underdog brands to outpace the market, and now he does the same for the clients he serves. Businesses and brands trust Matthew to help them achieve “brand clarity” through core brand strategy and positioning. Matthew is also a highly-rated speaker. Contact Matthew here. He’s based in Chicago.
Copyright 2016 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.
