When in doubt, challenge the strategy, not the tactics.
Seth’s Blog: Thinking bigger The bigger point is that none of us are doing enough to challenge the assignment. Every day, I spend at least an hour of my time looking at my work and what I’ve chosen to do next and wonder, “is this big enough?”
In Duct Tape Marketing, we always teach strategy before tactics. But saying that, I agree with Seth that you must be constantly challenging strategy. And of course in his post he takes that to the next level by encouraging us to think bigger.
Even to this day, I see most companies judging marketing by the material was put out. They seem to be more worried about appealing to the masses, versus their target market. I believe it is much easier to be remarkable within your target market and making it practical to do. As you move towards the masses, the less remarkable, you can be and the less effective you can be.
Can you be remarkable to your target audience?