Deus ex Machina – Leave it in the Land of Fiction

June 30, 2009

One afternoon during my vacation I managed to grab a nap.  I woke up a couple of hours later. In the background I could faintly hear Nelly Furtado’s ‘Maneater’.  I lay there listening to the song, acknowledging in my own head that I liked it.  It ended 4.18 minutes later, paused, and then began again. And again. And again. 32 times to be exact. 

Why did I allow that to happen?  Why did I lay there laden with nap-lethargy helpless?  I begged the universe to intervene, as each and every time the song seemed to play louder. Give me a little deus ex machina – battery dying; thief stealing the iPhone, whatever to make it stop. 

I see this all the time in business.  Companies come to Summit because whatever they’re doing isn’t working — at all, anymore, not as expected… fill in the blank.  Yet, in some ways they are praying for divine intervention as well. 

They know the real problem is that the messaging is off – but somehow they feel helpless to make a change. Starting the process seems overwhelming, so they keep sending the old stuff out over the airwaves time and time again…..getting the same results.

All I needed to do was get out of bed, walk down the hallway and find the ‘off’ button.  While honing messaging and positioning is not as simple as that, allowing discordant messages to broadcast over and over again has much deeper ramifications.

And it gets worse. Businesses need to advertise and realize that their message is different or inconsistent. Oh! What if it actually attracts people to the website and there they see the dissonance – where your website persona is not in harmony with the ad copy or press releases or the lead generation chorus?

At the risk of being too self-serving, get up and get help.  It’s near impossible to find the time to hone your message yourself. Having a conductor lead you through the process will help keep the emotions of your star performers in check. 

Let your voice be heard. Get MarketingSmacked at


2 Responses to “Deus ex Machina – Leave it in the Land of Fiction”

  1. Brian Casto Says:

    Jack, as always you mix the personal and professional into a strong message. Thank you for carrying the messages.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: