You are swimming in a crowded stream, with big fish who could eat you and small fish who could quickly grow bigger than you and become a threat. Being competitive, no doubt, is a challenge that affects your lifeblood.
There is nothing better, I have always told my client, than a challenge. I really like it when someone asks me to write an ad that screams the color blue, but I can’t use the word or the color blue.
After years of repeating this challenge to the universe, I did nearly this very thing for a client—the leading provider of environmental, health and safety (EHS), crisis management and sustainability software for governance, risk and compliance (GRC). The campaign promoted “Total Emissions Control”—monitor global emissions and reduce an organization’s local environmental footprint.
I chose to state the unambiguous in such a way that it told their story and required little explanation. As if that’s not difficult enough (how is your “elevator speech” coming?), do it with a little friction. And humor. And don’t be afraid to be so painfully obvious you will stop people in their tracks.
