One of my favorite singles from R.E.M.’s iconic album, Monster. When you hear it, it’s like you’ve heard it before (sorta like “Everybody Hurts). And that’s the point. Everything that’s old, is new again, with a different riff. Recently someone asked me how I made the transition from working in consumer brands to healthcare. That’s easy. I am a professional patient. I’ve seen, firsthand, the good, the bad and the beautiful. Great care, a doctor who listens and the beautiful results of an individualized treatment regimen, adding years to your life. How does this approach apply to creating your thought leadership voice?
Marketing is what you do. Branding is who you are. The lines are blurred between B2B and B2C. Until robots replace us, business requires humans. Here’s a list of what works and more importantly, what does not.
WHAT WORKS
- Humans- first
- Trust-build it
- Differentiate-own a swim lane
- Focus-lose the laundry list
- Collaborate-it takes a village
- Innovate-make something better
- Iterate-bust it, break it, fix it
- Cultivate-always
WHAT DOES NOT WORK
- Industry speak and buzzwords
- Lack of differentiation
- Lack of trust
- Lack of convenience
- Hiding behind technology
- Regulation paralysis
WHAT DOES THE FUTURE HOLD?
- Humanness-creating meaningful connections through storytelling
- Influence-the character of your company IS your brand
- Culture wins-your people and your customers are your culture
If you forget everything else, remember this: we are all human beings. As a brand, as a company, share what makes you human. That’s what makes you great.