Cosmides and Tooby wrote a book about evolutionary psychology.
In it they wrote, "form follows function: the properties of an evolved mechanism reflect the structure of the task it evolved to solve."
So what is the structure of today's marketing task?
Yesterday's marketplace was a much simpler environment.
People were easy to find.
Easy to reach.
And predisposed to buy.
So the marketer's task was easy.
Make people aware of the company's new and improved offering.
And they did just that.
Primarily through mega spending on mass media advertising.
But the marketplace has evolved.
And faster than most marketers have evolved.
The marketplace pendulum has swung.
From a fascination with image and consumption.
To a preoccupation with experience and value.
Yet marketers continue to focus on awareness and message manipulation.
Even though it's not the nature of the task.
Today's structure is all about clarity.
How do we make it clear to our audience that we’re in business to help them (and not to hunt them)?
How can we get a clearer view and understanding of our audience, so that we can design a business that best feeds their hungers?
How can we provide them with a clear view and appreciation of the value of our offering?
How can we make it clear to our people that their activities define our brand?
Clarity should be the guiding principle behind every marketing effort.
Clearness of thought.
Clearness of appearance.
Clearness of purpose.
Clarity should inform every campaign.
Drive every question.
And rationalize every dollar spent and every piece of data captured and analyzed.
Until marketers understand and embrace the concept of clarity, we'll continue to witness time and money wasted.
On self-absorbed logos, goofy ads, and irrelevant content.
Open your eyes marketers.
Your marketing plans are a smorgasbord of expensive and misguided tactics.
They collectively fail to add up to a clear and compelling idea.
A reason to believe and to choose.
We can see it.
Why can't you?
"To me, marketing is about values. This is a very complicated world, a very noisy world and we're not going to get the chance to get people to remember us. No company is. So we have to be very clear about what we want them to know about us." - Steve Jobs