Get Tuesday! - December 3, 2024
Welcome to Get Tuesday!
As I sit here, 30,000 feet above the ground, reflecting on a whirlwind week in California that felt like a marathon of family adventure, parenting, and professional juggling, I'm struck by a simple truth: everything is figure-out-able.
From navigating Disneyland with three energetic kids to catching a USC football game, to sneaking in work moments between family time, this trip was a masterclass in adaptability.
This week's newsletter is all about embracing the journey - the messy, unpredictable, beautiful process of figuring things out. We'll dive into incredible stories of social media success, explore how brands like Jaguar reimagine themselves, and unpack why the ability to pivot and problem-solve is your greatest asset. So whether you're mid-flight like me, or firmly planted on solid ground, let's talk about turning challenges into opportunities.
So, let’s get on with it.
Figure out-able
Everything is figure-out able.
These words have transformed my approach to problem-solving.
In those moments when challenges seem overwhelming, remembering this can be a game-changer.
It shifts your mindset from doubt to determination.
Take a step back. Break it down. Tap into resources. Collaborate with others.
Embrace the belief that any challenge has a path forward.
A masterclass from Bryson
As someone who closely watches digital marketing trends (and avid, yet poor golfer), I was captivated by Bryson DeChambeau's recent viral golf challenge – a brilliant example of organic, low-cost content marketing that proves creativity can trump big budgets.
Imagine this: A professional golfer decides to film himself hitting golf balls over his house, progressively increasing the number of balls each day, all aimed at a hidden hole. Sounds simple, right? That's precisely the genius of it.
Bryson didn't need elaborate production, expensive equipment, or a massive team. Instead, he leveraged a few key principles that any brand or content creator should take note of:
Simplicity is Powerful: The challenge was straightforward enough for anyone to understand immediately. No complex rules, no confusing setup – just a golfer, some balls, and an increasingly ambitious goal.
Authentic Engagement: This wasn't a polished, over-produced marketing campaign. It felt genuine, showing Bryson’s personality and skill in a playful, approachable way.
Consistency Matters: By creating a daily progression, he built anticipation. Followers knew to expect the next installment, which kept them coming back.
Entertainment First: The content was fundamentally fun. it was pure entertainment that happened to showcase his abilities.
For marketers and content creators, the lesson is clear: Focus on relatability, keep your content simple, and prioritize genuine engagement over polished perfection.
Jag-you-are
As a marketing strategist, I've seen my fair share of problematic advertising campaigns, but Jaguar's latest effort stands out as a particularly stark example of what happens when brands lose sight of fundamental marketing principles.
Roger Martin's critique cuts to the heart of the campaign's fundamental flaws. This isn't just a minor misstep – it's a textbook example of advertising that seems more interested in creating buzz than actually connecting with customers. The core issues seem to be:
Disconnected from Customer Reality: The campaign appears to have been developed in a vacuum, completely detached from how actual Jaguar customers think, feel, and make purchasing decisions. It's as if the marketing team forgot the most basic rule of advertising: know your audience!
The Missing Value Proposition: Perhaps most damning is the campaign's complete lack of a clear, valuable promise to consumers. What exactly are they selling beyond a vague notion of automotive prestige?
This isn't just about one bad campaign. It's a symptom of a larger problem in marketing – the tendency to prioritize creative awards and industry accolades over actual business results. Martin highlights a critical issue: the potentially toxic relationship between company marketers and advertising agencies.
When the goal becomes winning awards rather than winning customers, everyone loses – the brand, the customers, and ultimately, the business.
For any brand looking to avoid similar pitfalls, the message is clear: Advertising must be grounded in a deep understanding of customer behavior, needs, and aspirations. It's not about being clever – it's about being relevant.
This should serve as a cautionary tale. Effective marketing is about creating genuine connections, understanding customer needs, and delivering a clear, compelling value proposition.
But I guess time will tell.
Embracing the journey
You must love the journey.
It's more than just reaching the destination.
Every step, every challenge, every victory matters.
Embrace the ups and downs. They mold you, teach you, and prepare you for what's next.
It's the journey where real growth happens.
