Did you know….

Our ancestors had to fit in. They couldn’t afford to stand out or be different. It was just too risky. Because if they didn’t fit in, they would be kicked out of the tribe. And if they were kicked out, they would most likely die because of the harsh living conditions.

This obviously is based in fear.

But now things have changed just a little…

The living conditions aren’t as harsh as they were. In fact, they are much safer. However, the nature of our brains hasn’t changed. And hence, we still try to fit in.

It’s a good practise to be aware and look at the things that we do to fit in vs. the things that are true to us. It’s an ongoing process obviously.

One can also make a list of the activities and habits, and divide them into 2 categories –

  • Things I do to fit in
  • Things I do which genuinely give me happiness.

You might be surprised by the list.

For example, one might realise that buying an expensive car or an expensive watch is something that she is doing just to fit in. This is fear-driven.

One might also realise that taking 4 trips a year might cost her a lot, but that is what brings her true happiness.

Now, the same principles are true in Marketing. How many times have you heard a client say-

“I want to have 100000 likes on my Facebook page because my competitor has those many likes.”

“We need to execute a contest, so many brands do it.”

“We need to be on Snapchat because that’s the new thing!”

Actually what they are saying is “We need to fit in.”

The problem though is that “fitting in” is boring. If you try to fit in (person or a brand), you do not make the impact that you seek to make. Did Steve Jobs try to fit in? Does Zuckerberg try to fit in? Does Dalai Lama try to fit in? Fitting in hardly makes us successful. Marketing which focusses on fitting in is a Marketing that sucks.

Let’s orient our Marketing in the direction of our ‘Why’ or our ‘mission’. Let’s not try to fit in. Because, in reality, we don’t want to.