Tuesday, April 19, 2011

The Lowest Common Denominator

To build excitement in your market, you need to do something remarkable and original.

Unfortunately, many companies (and especially media companies) struggle to create something original. So they resort to shock value.

Shocking people doesn't build, edify, or in any way make the world a better place. It does get people talking about you for a short time, and the short term has become our sole focus. Most organizations have given up on building long term value.

The market is full of Lindsay Lohans, doing egregious things just for attention. "Our product is lousy, so we'll keep you interested with prurient appeal." It creates a spark of interest that burns out fast, and puts you at the bottom of the rubbish heap even quicker.

Our advice: instead of appealing to the lowest common denominator, shoot for the stars. That will make you unique.

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