Noise is the enemy of our modern day. There was a time when the noise was subtle and stealthy in its approach in capturing our attention and getting a commitment. Those days are over, at least for the time being. Now the noise is constant and overwhelming. We have partially lost our minds, our focus, and, maybe even lost a part of ourselves. Finding simplicity in solitude will be a great treasure to gain this year, in the time to come, and in this day of tech and automation.
However, as I lament the fact that the noise and clutter clash with our lives and leaves us wanting more or, perhaps, wanting to find better solutions to our problems; we can’t ignore the noise. Even if you're like me, just a nobody who dreams of making a small change and getting results; we must, I repeat, we must break through the noise.
Now the answer begs the question, how do we break through the noise in 2018 and let our brand be heard? The answer is actually quite simple that anyone can do it. I offer two simple, but profound answers to consider as you begin to craft your own personal plan to introduce your specific brand to the market and beat the noise.
Let’s start with a simple question: What two things do Jesus Christ and Donald Trump have in common?
Both were and still are, highly controversial.
When you hear either of those names, one of two things is going to come to mind. Either you love them or truly despise them. If you're indifferent to the names, then you're probably jaded, cynical, and haven’t thought about them enough to give a fair comment. But who am I kidding? Everyone has an opinion about these two!
Jesus, the son of God, was born of a virgin. He had no formal education and was a carpenter. He was a simple man who began a ministry. In the span of 3 years found himself executed by the Romans and Jews. 2,000 years later, we have the birth of Christianity. According to the Guinness Book of World Records, the Bible is the number one distributed book ever. Jesus was disruptive. He came and disrupted the established religion of Judaism. The religious leaders convinced the Romans to crucify him because his messages did not align with their beliefs. Yet, his legacy lives on and can be witnessed and experienced today.
Moving on to Donald Trump. We are one year into his administration. Boy, what a year! Throughout history, there have been about a dozen presidents that have been controversial. Some have resigned, have been impeached, or have catapulted our nation into unnecessary war. By far, our current president is highly controversial. Why? He challenged the status quo of American politics. He disrupted the political landscape having no political background and limited experience. He was the most unlikely candidate to be elected president. Yet, he won.
Here is an excerpt from Josh Linkner’s book, The Road To Reinvention.
“Disruptors challenge assumptions. They shake the status quo. They are curious and creative. They adapt and improvise. They push the boundaries and shatter conventional wisdom. They’d rather forge new ground than blindly salute the flag of the past. Disruptors squirm at phrases such as 'we’ve always done it that way,' 'that’s just the way things are done in our field,' and 'if it ain’t broke, don’t fix it.' They know that speed and innovation now trump rigidity and conformity. They know that discovering fresh solutions and unleashing new ideas are top priorities for both success and sustainability." (pgs. 22 &23)
They both had a clear message.
If you confuse, you lose. Simplicity always wins. Noise is the enemy. Jesus had many teachings and parables, but his message was simple and clear. It resonated with so many people that they became followers. “Repent, for the kingdom of God is at hand.” His death was the sacrifice for humanity and the paid penalty for mankind’s transgressions. That if anyone believes in him by faith and in his accomplished work then eternal life is granted.
Whether you love him or hate him, I could care less, Trump’s slogan was pretty simple. However, in terms of marketing, it boosted his campaign significantly. “Make America great again.” His vocabulary is no greater than that of a 4th-grade student. Yet, he demonstrated empathy in saying, "I know your pain America." He showed authority by saying, "I can help America win again."
There are two things the human brain is trying to do the most. One, your brain is trying to help you survive. Two, your brain is trying not to burn many calories.
Another example would be that of Andriod and Apple users. Andriod customers tend to bash the simplicity of Apple products. At one time, you were limited to how much you could customize your phone. It wasn’t open source and it was, well, pretty simple a two year could figure it out. Yeah, duh that was the whole point. That’s why Apple has succeeded and surpassed all of their competitors. They are possibly on their way to becoming the first trillion-dollar company. Simplicity will captivate a larger audience and make it easier to rally around your brand or cause.
Building a brand takes time, but I would rather run than walk. If you want to avoid mediocrity and regret then you must leave your fears and comfort zone in order to accomplish what you believe you were called to do. Being controversial doesn’t necessarily mean one has to be unethical or completely disrespectful. YouTube star Paul Logan may have crossed a line with his filming of the suicide victim, but you can still be disruptive without disrespecting the dead. Strip your message down. Make it easy to understand. It may sound stupid, but keep it simple.
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