If you’ve been actively involved in marketing for at least six months, then you’ve run into the phrase “fundamental discontinuity”. For marketing purposes, this means your industry/your business/your product jumps to a new level without typical straight line evolution. Everybody wants to bring something to market representing a fundamental discontinuity with the past/present, and leap ahead of the competition … but how do you do that? I call it “Fault-line Marketing”, and here are its eight principles:
- Be prepared to expend about the same amount of energy an earthquake gives off. Remember Edison’s quote about 1% inspiration and 99% perspiration.
- Attack the weak spots. Research where the market is most susceptible to change; soft spots in your market’s core vulnerable to exponential change, e.g. weak service, weak quality, weak delivery times, weak product adaptability, unmet needs, etc.
- Try, try again; tectonic plates never stop moving. One more quote from Edison: “I didn’t fail, I just found 10,000 ways that didn’t work.”
- To decide if it is really a fundamental discontinuity, test the magnitude of change and how disruptive it is, or will be. That’s why seismographs and research firms exist.
- Market the change, not just the product. Thousands of earthquakes happen everyday, but you only hear about the ones the News decide to cover. Journalists cover them because of the change the quakes created, not just because they happened.
- Help the market understand the truth about what happened, and make it real to them; how it affects their personal/commercial lives.
- Aftershocks follow big quakes, so take advantage of them. What are the ancillary opportunities others ignore because they are still focused on the big one?
- Aquifers are often under fault lines, just like resources are usually plentiful where change really exists. Use those resources to accelerate growth, and explore the next fault line.