Lonely starfish
The lonely starfish incites the masses…
Part of what I do in the corporate world involves trying to get staff to buy in to the brand message and stay on target with customer experiences. Sometimes I despair that they don’t get it, don’t believe it the way I do and that I therefore am not doing my job properly. But every so often I speak to a staff member and manage to change one small part of their behaviour in one small interraction with a customer and I know…I made a difference to that one.
So sometimes I am the lonely starfish marketing and branding to all those grains of sand, as the tide washes over them and they just do what grains of sand do…hold up the land without much interaction. I implore those grains of sand to band together and sculpt a beautiful experience for their customer…the visitors to the beach…and with a little help they do and voila!
And so the lonely starfish experience of marketing theory comes to pass…the starfish turns to the grains of sand and says, alone you are just grains of sand, doing what you have always done, and doing a great job…thanks. But when you band together you become so much more and create an experience that delights your customer…the beach babe…you guys pull together and I’ll be right here on the sidelines beaming my little starfish smile with pride…
