Every brand wants to spot (and become) the new normal that everyone else aspires to be or is craving. It’s great for business. It’s great for reputation. It’s great to be that attentive.
Never forget: today’s industry norms were at one time a new idea, and most likely considered a disruptive idea. So realize new ideas will inevitably ruffle some feathers. Ruffled feathers are part of the process.
So how does one become the new normal? (You know, that leadership benchmark others use to measure the validity of everything else. Incredible position to be in.)
What stands in the way of getting there?
The New Normal in 60 Seconds
This is the focus of this 8th episode of One Minute Wednesdays, my weekly video where I upload kickass tips each week for subscribers of this blog, and my YouTube channel.
I cover this concept fully in Brand Intervention, the book. But the most important part of this is not “doing what we’ve always done” which is simply a lazy approach to growing your brand.
Brands must stay observant, must stay interested, must stay passionate to detect where people are looking, sometimes before they even realize they’re looking for it.
Like when customers routinely ask for a particular feature, that’s their way of letting you know their expectations. It may show up in the form of a complaint or a frustration. Or maybe in a suggestion box.
No matter how, you have to be attentive to spot the new normal before others do.
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