The Bubble (by Justin Foster)

May 20, 2008 · Filed Under Business, Change, Culture 

Justin Foster posted a great article on change over at his blog, BrandMilitia, entitled ‘The Bubble‘. This is a great commentary on how we all tend to become myopic in our focus in life.

You have to get out of your bubble to see and embrace change.  This is true with people and companies.  Seth Godin refers to it as the fundamentalist v. the curious. 

Too many people involved in marketing live in a bubble where they have no one challenging them; no one introducing new ideas.  Everyone is sniffing their own fumes … and either getting high or suffocating. 

Marketing use to be the realm of curiosity, but too many people are simply playing it safe.  They are trading a false sense of control for the reality that their brand belongs to the customer.

The bubble gives you false data; unrealistic viewpoints.

In the bubble, your shiny new TV ad sounds and looks great.  In reality, nobody saw it.

In the bubble, your brochures perfectly outline your value proposition.  In reality, nobody read it.

In the bubble, your employees have memorized your mission statement.  In reality, nobody cares.

So … get out of the bubble.  Listen to your people and your customers.  In fact, don’t get out of the bubble, break it so that no one else is in it.  The worse thing to do?  Paint the inside of the bubble so that you can’t see out.  Then you are in a shell …

Justin has been posting some really thought provoking articles. You should be sure to check out his blog. His link is included above and in the sidebar.

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