Fairy tales are great. Jack took a major risk and offered up his one milk cow. He trusted a strange vendor and he got magic beans and a magic beanstalk. In short, he got rich quick. Why? Because that makes a good story.
Outliers usually make better stories. That’s why they’re so misleading.
People like to talk about unexpected and fanciful things because they are exciting! They are new! Shiny! And don’t get us wrong, we love stories. But we need to know when to draw the line and think critically. Unfortunately, the Marketing World can be very, very tricky about this. In a lot of ways, it acts like its own Fairy Tale World. This is a problem.
You see, on the one hand, we’ve got folks running around like Jack’s bean vendor. They like to talk about how they’ve got the magic beans / potion / bullet. They are so Experienced! Hire them to do the Thing. They will help you make All The Money. With just one wave of their magic wand / SEO skills / marketing expertise, you’ll be sitting pretty and you won’t ever have to work another day in your life. Splendid, right?
Nope! Because anyone who claims to have all of the answers is a liar.
They might honestly, truly believe they’ve cracked the code, but it’s simply not possible. Plus, that’s really arrogant. Marketing is about relationships, and relationships are complicated. As such, there is no basic formula for how to grow your business. There isn’t a single, easy solution for getting more people to follow your social media pages or get your phone buzzing. These things take time.
A productive marketing strategy does not explode overnight like Jack’s beanstalk. And it doesn’t come from a few beans. You need lots of irons in the fire. (To use another analogy.) And you should absolutely get second opinions if your current team is feeling a little lackluster.
Real-life magic is about using your smarts and listening to your heart.
Jack’s story is neat because he went against the status quo. He took a risk and trusted his gut. That’s admirable. We’re glad to champion that mindset. That’s how a lot of business owners start out, after all.
Just don’t lose your head, okay? Beware the vendor who sells the magic beans. Your real-world success will likely be much more complicated.