They say an overnight success takes about ten years, but in this case it was about a quarter century. Are you in it for the long haul?
Back in the 1990’s I read a story in the paper about a local twenty-something guy who sold a screenplay to Hollywood. During the day he worked for a supermarket collecting shopping carts but he was also collecting ideas in his head. On his days off he worked on action movie screenplays based on these ideas.
He ended up giving one to a friend of a friend of a friend and the script got noticed by someone in Hollywood. The premise was short, punchy and total high concept: “An aging assassin realizes he’s being hunted by a younger version of himself.”
I remember being intrigued by the premise and the interesting themes that could be explored; what it means to get old and be replaced, youth and vigor vs. wisdom and experience, and what you might tell your younger self if you could do it over again.
“An aging assassin realizes he’s being hunted by a younger version of himself.”
In any event, the screenwriter—Darren Lemke—thought he had it made but then the script fell into what is known in Hollywood as “Development Hell.” Various actors were attached to the project including Harrison Ford, and the script was re-written numerous times. Supposedly, Rian Johnson got wind of it and was sick of waiting so he wrote his own unrelated version that became “Looper” with Bruce Willis as the protagonist and Joseph Gordon-Leavitt playing his younger self.
Then after almost 25 years after the script received the green light and the film was made and released in 2019 as “Gemini Man” with Will Smith in the lead role. Apparently, it lost money, but I thought it was a decent Will Smith vehicle.
We love the overnight success story but that is rarely the case. The Beatles logged thousands of hours playing at the Cavern Club before they cut a record. Justin Bieber and countless other singers got their start performing in church. Joe Rogan started podcast in 2009 but didn’t ink the multi-million deal with Spotify until 2020.
The lesson is you need to pay some serious dues to harness the power of perseverance or perhaps don’t bother.
The question is, are you ready to double down on your dream?
Leadership is more important than ever, but what does it mean? At a recent corporate event, legendary quarterback Peyton Manning shared his insights from the worlds of sports and business.
Asked to define what it means to be a leader, Peyton said, “If you boil it down, it’s the ability to influence others. You have to continuously earn the mantle of leadership.” Such power isn’t automatically conferred based on a title or position such as quarterback or corporate vice president. What matters is what the person in the position does with it. A quarterback needs to earn his position with each play, at every game, all season. And the business VP needs to earn it with each meeting, every business day, all fiscal year. That means setting an example, being accountable and bouncing back from mistakes.
Here are 7 key takeaways to consider:
What is leadership?
Teamwork is everything
Leaders are often seen as a face of the organization, whether they are the president of a company or quarterback of a football franchise. But true leaders know they are only as strong as their team. Peyton didn’t win his two Super Bowl rings by being the only man on the field.
“Whether you are a player losing several games in a row or a business person having a bad quarter, it’s important for the team to stick together.” Peyton said. “Anytime you go through tough times you can’t go through it alone.” As a leader it’s important to be empathetic and take the effort to understand the concerns and challenges of colleagues in your organization.
Transform to perform
From high school and college teams to the NFL Colts and Broncos, Peyton has played with different players and coaches with varying styles and approaches. In both football and business, Peyton said he’s seen people make the mistake of being stubborn and trying to do the same things with a new team or boss. “You have to be flexible and adapt to a new culture,” Peyton says. “Now more than ever leaders need to get out of their comfort zone and embrace change or be left behind.” Good advice not only for the NFL—which has been grappling with issues relating to race and domestic violence—but for leaders in any organization where the temptation to continue to do things the same way is strong.
Don’t forget the fundamentals
Peyton shared how after 18 seasons in the NFL he learned that he couldn’t always outrun or outplay opponents or throw as fast or as hard. So instead, he relied on the basics in his toolbox. For example, he could focus on being more accurate in short throws and dominate that approach. “Don’t ever get away from the fundamentals,” Peyton said. “In football it is key to practice and rely on the basics.” The same holds true in business, it’s key to know the numbers and the core functions from sales and marketing to accounting. And as a leader the fundamentals include listening and opening avenues for dialogue.
“Pressure is something you feel when you don’t know what you’re doing. Pressure means you haven’t prepared. But when you feel nervous it means you care about the outcome.”
Peyton Manning
Dealing with pressure
With 50,000 pairs of eyes on him in an average stadium, no one knows pressure like an NFL quarterback. But there’s a difference between “pressure” and being “nervous.” Here’s how Peyton characterizes it: “Pressure is something you feel when you don’t know what you’re doing. Pressure means you haven’t prepared. But when you feel nervous it means you care about the outcome.” Peyton says the way to alleviate pressure is to over-prepare and he does this by reviewing plays, understanding his rivals and continuously practicing. Out-prepare for your competition and you’ll find the result is reduced pressure as well.
Always be learning
Peyton talked about the importance of being a continuous student in life and fostering a culture of learning in their organizations. One of the people Peyton admires is legendary NFL coach Tony Dungy. Why? “I respect Tony because he never raised his voice, never used course language to get his point across, and always treated everyone with respect,” Peyton said. No matter how successful, every leader needs someone to admire and learn from. To stay on your game in sports, business and life, you need to keep being coached, and keep being mentored.
Lead by serving
No one makes it to the top on their own, every leader had someone along the way to help lift them up. So leaders have an obligation to give back. Peyton does this through his foundation working with at-risk kids. Perhaps your organization enables employees to use their talents to help their communities. “Find something you are passionate about and give your time, money and influence,” Peyton says. “It can make a big difference.”
The events of 2020 have resulted in an unprecedented shake-up of businesses in nearly ever industry and marketing organizations are at the forefront of needed change. Here are some key ways marketing has responded to the crisis and found ways to connect with customers.
1.Convey safety and security. The news is a constant cacophony of grim tidings. It’s like watching the trailer for that “Contagion” movie on a loop. To address this, Hilton Hotels partnered with Lysol and the Mayo Clinic for its CleanStay program that includes contactless mobile check in and rooms adhering to certified clean protocols. RVs hit record sales with the appeal that you can travel and avoid hotels altogether by living in your own mobile self-contained space. Anything your business can do to allay fears and demonstrate that you have prioritized customer health and safety is key. If your message shows how you can help people feel “normal” for a while, it has a good chance of grabbing their attention.
“Marketing brings this very unique perspective of understanding the intersection of business, consumer psychology and culture. Very few roles do that. “
2.Double down on digital. While tens of thousands of restaurants have closed, Chipotle went all-in on mobile marketing to promote curbside pickup and delivery. CMO Chris Brandt said the restaurant chain’s strategy “poured the gas” onto digital and tripled third quarter sales by building a hundred drive-through “Chipotlane’s” and engaging with millennial/Gen Z customers via TikTok. Lowe’s dropped nearly half of their marketing budget on digital from personalized messaging to their community-building “Home is what unites us” NFL tie-in campaign. “Marketing brings this very unique perspective of understanding the intersection of business, consumer psychology and culture,” Lowe’s CMO Marisa Thalberg told Marketing Dive. “Very few roles do that.”
3. Offer a change. According to a McKinsey study, these days 75% of Americans are open to swapping brands. If you are a well-known established name, you can build on this opportunity and bring customers back with a value proposition of familiarity and dependability. If you are a smaller company it is a great time to get creative and share what you have to offer since customers are open to hearing about it. As Aer Lingus demonstrates, the key is to serve instead of sell. Rather than touting airfare deals, they offered a heartfelt video invitation: “When you’re ready to fly again, we’re here.” People are receptive to a genuine outreach that conveys confidence and instills trust.
“We have seen an acceleration of people asking Marketing to anticipate where things are going.”
4.Re-work existing products and services. Hilton realized that while there is a reduced demand for rooms due to decreased travel, there is an increased interest in remote work options. The hotel brand responded by creating “Workspaces by Hilton” offering daily rates for rooms that can be used as offices. The appeal is a distraction-free clean, private space with room service amenities including lunch and happy hour beverage options. Think about how you can leverage your existing offerings by pivoting to meet a current need.
5.“Direct to Consumer” is taking off. Nike began its DTC approach in 2017 and COVID-19 has accelerated it. “The key to expanding our competitive edge continues to be our total commitment to the consumer through the consumer-direct offense,” Nike CEO Mark Parker said on a recent call with investors. Brands like HelloFresh, Dollar Shave Club and Warby Parker have ramped up service to people staying home and boxes are piling up on doorsteps. Now might be the time to explore how DTC can work for your business.
“We feel proud that we have this responsibility to try to help. There is a deeper sense of purpose, and all the reasons we came to work are only heightened now.”
6. Listening matters. After nine months of talking to the family Labradoodle, people may appreciate some additional interaction. That’s why engagement and feedback—from old school live representatives to AI-powered chat technology—is more important than ever. According to a study by Siegel+Gale, the global brand experience firm, listening is vital especially since customer needs and experiences vary depending on the pandemic status in their region. “We leveraged new digital and market listening capabilities to measure and assess real-time consumer sentiment,” says Hubertus Devroye, Global Marketing Director for DOW. “We have seen an acceleration of people asking Marketing to anticipate where things are going. The power is in combining different data sources and translating these into actionable insights.”
7. Renewed emphasis on “purpose.” Customers are looking for products and services that align with their values and organizations want to believe they can be part of the solution, whether they are making beverages or medical supplies. Coca-Cola’s new version of their popular “share a coke” campaign recognizes “everyday heroes”—from caregivers and teachers to donors and nurses—with personalized bottles and shareable content. And Pfizer is working to protect these heroes through a vaccine. “We feel proud that we have this responsibility to try to help,” says Deborah Scarano, VP Global Marketing of Pfizer in the Siegel+Gale study. “There is a deeper sense of purpose, and all the reasons we came to work are only heightened now.”
The path forward…
Will elbow-touching permanently replace shaking hands? Probably not. Is contactless purchasing here to stay? You bet. Will we have live events again? Sure, but with a hybrid streaming approach. While there is no crystal ball with the answers, it’s clear that marketing can help lead the way.
The British royal family is a regular fixture in the headlines and Prince Harry and Megan symbolize the “new” monarchy evidence that it attempts to re-brand itself amid changing times and demographics. But re-branding isn’t a new thing. The royal family had undergone a re-branding in the early 20th century.
As the 20th century dawned the royal families of europe were all related through intermarriage. England’s King George IV was first cousins with the German Kaiser. But as the tumult of impending great war sweptthrough europe, the royal family was “Saxe-Coburg Gotha” as they were closely related to German monarchy. As anti-German sentiment rose, the people questioned the King’s loyalties and motivations due to the royal family’s blood kinship with German leaders.
Things worsened when air raids conducted by German Gotha aircraft dropped bombs striking a school. The Gotha bombers happened to bear the same name as the Royal family was a PR nightmare.
Royal family strategists deliberated and considered various options until they hit upon the idea of changing the royal name from “Saxe-Coburg Gotha” to the British-sounding “Windsor” after Windsor castle. Windsor castle had stood for a thousands years of British monarchy and the name was a s solid as the english stones of the castle itself. King George issued a proclamation on July 17 1917 relinquishing the use of all German titles and declaring the adoption of Windsor as the new royal family name. The proclamation also made clear that all German Degrees, Styles, Dignities, Titles, Honours and Appellations,” were to be ceased.
The change worked, and the people embraced their “British” royalty as their own and do so to this day.
–Selecting a strong brand that represents who they want to be and represent (“Windsor”)
–Strongly proclaiming the new brand as the new reality. (Authotritatively stated by the one who can speak to such matter, in this case the king.
–Backing it up with actions (from top to bottom british surnames to replace german names and titles).
–Carry it forward. Queen Elizabeth II is the fourth member of the House of Windsor. Since she is likely not going to be using “23 and Me” anytime soon her name, Elizabeth Alexandra Mary Windsor, is British through and through. And
Speaks to the power of re-branding and how performed successfully, it can manifest itself and becomes the new reality.
By the time the progressive rock band Rush called it quits in 2018, the Canadian power trio had been rocking for over 40 years, sold over 40 million albums, received a pile of awards and cultivated a devoted fan base that helped drive them into the Rock and Roll Hall of Fame.
While all three band members — including guitarist Alex Lifeson and keyboardist/bassist/lead singer Geddy Lee — have enjoyed high regard for their musicianship and devotion to craft, drummer Neil Peart has served as captain of the ship, not only keeping time and dazzling the audience with a crescendo of drums, but writing the band’s eclectic lyrics. Peart died in January, and as musician, writer and adventure traveler, he left behind a body of work that includes 19 studio albums, dozens of compilations and nine books.
To mark his passing, what can be made from Peart’s prodigious output? Turns out there are a few takeaways you can benefit from even if you don’t bang on things with sticks for a living:
Commitment to craft. Known for his stamina and technical proficiency, Peart constantly ranks among the best rock drummers in the world. Fans and peers lauded his innovation and showmanship. Peart has said that he was never born with a talent for drumming, so he channeled his fierce determination for the instrument and coupled that with incessant practice. In the early years he took every opportunity to play and treated each opening act like it was his big break, until of course it eventually was when he joined Rush in 1974. There’s no magic to it, decide what area you want to improve upon and apply a consistent, disciplined cadence to your approach and you’ll hit your goals, too.
“I can honestly say I’ve never been bored for a second in my life — but I’ve always found a way not to be.”
Neil Peart
Stay restless! “When people talk about boredom I can honestly say I’ve never been bored for a second in my life — but I’ve always found a way not to be,” Peart said in an interview. He talked about thwarting boredom by “cultivating restlessness.” When he found himself with down time in between shows on tour he would ride his bike and check out new neighborhoods. Like everyone else, Peart found himself in doctor and dentist offices for appointments and always carried a book with him to use these blocks of time.
Take care. Peart referred to “care” as “an unfashionable word” but he used it to describe his perspective on everything he did. Approaching his song writing with care meant using a four words out of every five stanzas of draft lyrics. Deciding to write non-fiction meant riding a bicycle through Cameroon to live the experience he wanted to write about. Playing a show meant giving every audience his best and not just coasting through the show based on the band’s fame. “A performance will have as much care as I can give it, we never played a show where we didn’t give it 100%.” You don’t need to be rich or famous to impart care in all that you do, either, and doing so pays dividends.
Cultivate resilience. In 1997, Peart tragically lost both his wife and young daughter within the same year. He told his band mates that he was quitting Rush and he embarked on a 55,000 mile motorcycle road trip through North and Central America to deal with his grief. Along the way, he found a new voice as a writer and published Ghost Rider: Travels on the Healing Road. Eventually, he returned to the band to start anew and recorded three more albums and tours as well as a number of books. While life deals us a steady drumbeat of tragedies and setbacks, the key is to foster an ability to recover, adapt, grow and return to the stage with renewed vigor.
Always a student. By the early 1990’s Rush had made millions of dollars and was at the top of their game. It would be easy to sit back and relax and bask in the glory of being the best. But Peart thought differently. “What is a master but a master student? And if that’s true, then there’s a responsibility on you to keep getting better and to explore avenues of your profession.” Peart took his own advice and became the pupil of an acclaimed jazz drum teacher to further augment his skills and perspective. Whether you are at at a career high or low, you need to keep moving forward through learning and continuous improvement.
Fire it up! Rush’s Geddy Lee once remarked of Peart’s penchant for practice, “You’re the only guy I know who rehearses to rehearse.” When it came to living life Peart was all in. Instead of a standard five piece drum kit, he used a 360 degree set up with over 30 pieces. He didn’t just ride his BMW motorcycle on Sunday afternoon drives, he logged a hundred miles before breakfast on thousand-mile sojourns. Peart says it all comes down to passion. “The literal meaning of ‘enthusiasm’ is infect them with the gods,” Peart said. People can sense your enthusiasm—or lack of it— and respond accordingly.
As Rush cribbed from Shakespeare, “All the world’s a stage and we are merely players,” so no matter what you’re role in this big show called life you can choose how to approach it, and choosing to do so with care, commitment, resilience and passion can lead to a memorable performance.
