Knowledge is Power
Successful IT marketing is like a mustard seed. A mustard seed is tiny but it makes a bush that is many times larger than a man. There is an ancient parable about faith this small being able to move mountains. Many dismiss this because there is no mustard “tree,” and that’s what the parable references. However, the Black Mustard is an invasive species with individual bushes that can grow fifteen feet high and, eventually, extend into a hill-conquering thicket.
An idea is like a black mustard seed. It doesn’t have to be some universe-changing paradigm to actually alter the universe. One reason Apple took off was because Steve Jobs saw Steve Wozniak monkeying around with an interface appropriated from Xerox. This interface allowed you to manipulate a cursor on a screen and access files. This was an interface for computational use which was simple and could be marketed.
That was the nucleus for Apple. It wasn’t metal casings for portable computers that design music. It wasn’t the eMac, it wasn’t the multicolored iMac, it wasn’t Lucy, it wasn’t the iPod, iPad, or the iPhone —these things flowered out of the tiny mustard seed called user-friendly interface.
You want access to ideological seeds that grow into hill-conquering black mustard plants which change the ecology of a region, and even how it looks — a yellow hillside has a certain aesthetic quality. Apple computers are pernicious and worldwide, and for a time even represented the most successful global business; some would even contend this company is historically the most successful.
Finding inspiration can be difficult. You can hear a story like that pertaining to Apple and it may do you no good. You need a muse; perhaps your IT marketing team ought to crack a book. Many consultants are too busy for such a pursuit and consider it beneath them. They don’t believe reading a simple book can introduce them to that seed idea which grows into blossoming and expansive success. But there are many ideas lying powerfully dormant in books. The mustard seed analogy of this post is itself contained in a book — one of the oldest available.
Some Suggested Books
There are many books out there, and certainly, some more accessible than others. You might start with the obvious ones, like The 7 Habits of Highly Effective People. Establishing such habits can totally alter your direction — in abbreviation, here are those seven habits:
- Continual proactivity
- Starting with the end in mind
- Prioritizing — ensuring important things are first
- Win-win thinking
- Understand before you try to be understood
- Synergistic approaches
- Sharpen your saw — your method of approach
If you put these principles to work for you, it could totally revitalize your business and even your life. And that’s just one book — there are literally millions, each of which could contain the nugget of wisdom you need to change everything. Consider Ryan Giles of AGS Systems and Networks, a man who read Get a Grip. He found some secrets in this book that he took to the sales “mat,” if you will, and this allowed him to increase the operations of his business, expand margins, and attain better sales. He was able to sell his company soon enough, found one that focused on teaching others operational secrets, and now that’s called Giles LLC.
Transformation from the Inside Out
What you need is an aggressive outlook that searches for inspiration wherever it can be found. There are things which can transfer your business everywhere, from the oldest books known to man, to new ones rolling off the production lines all the time.
IT marketing should be creative, and it should be employing effective tactics in a “macro” sense. You’re looking for a proactive marketing solution with an end goal that prioritizes operations which emphasize win-win scenarios. This is only possible when you understand those with whom you’ll be working and strive to synergize with them. Once you’ve accomplished all these things, the aim should be to continuously sharpen your process so it isn’t dulled by the machinations of normal operations. Part of saw-sharpening is cracking a book every now and again and searching for needed inspiration. Do that and your business plant will conquer the hillside of your target market.