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Thinking outside the box

Thinking outside the box

“Thinking outside the box,” may be one of the most overused phrases in the English language. And one that contradicts everything we are taught from kindergarten onwards.

Now as a grown-up when I hear, “Think outside the box,” it makes me cringe. Not because I’m scared to do so, but because when I look around a table of other people in the meeting, I know that this is a skill that scares the hell out of most people.

Think about it…we are taught to color inside the lines, to stand quietly in line, to raise our hands, and ask for permission to do anything different.  To be normal and not rock the boat.

The fact is we intentionally set ourselves up very early for a disappointing marketing career if we don’t throw away everything we’re taught.

You must think outside the box to meet your goals in direct marketing. It is a requirement.

Color inside the lines? Are you crazy? That is what your competition does every day. How can you compete if you do the same thing as them? And if yours isn’t better than you’re really screwed.

Good and effective marketing is all about stretching boundaries, expanding the possibilities and catching the interest of the elusive consumer.

 Quick side bar – want your kids to learn how to think outside the box? Have them try DI (www.idodi.org). It is the best creative problem solving program out there.

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