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.
What’s more effective than magic potions 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 helps challenger brands to focus, grow and win. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He calls Chicago home.
Copyright 2016 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.
