Getting it done Vs Doing it right

At first glance we see that the shape of the kettlebell is vastly different from a dumbbell or a barbell. What is truly unique about this tool is the distribution of mass relative to the handle. With most of the mass moved away from the handle as compared to the dumbbell it presents with some interesting challenges to an individual who uses it.

The use of the kettlebell will change the amount of leverage the body must create to overcome or produce because of the distribution of the mass. It is for this reason that makes the kettlebell a more challenging mass-based tool than the dumbbell.

I have been training with kettlebells for over two years now. Being a marketer, I have found several similarities between the way marketing and kettlebell training work –

1.    Keep it simple

Kettlebells are all about simplicity. You do not have to overcomplicate things to get the benefits of a kettlebell workout. All you need is a simple circuit that works upper and lower body and the core, and you will be on your way to getting strong and fit.

In today’s world of digital disruption, advanced technologies, evolving customer expectations and increasing focus on delivering an experience over a product or a service are pushing businesses towards unlocking new levels of growth. In response, companies are ramping up their content marketing engine, expecting that more information they provide, the better are the chances of acquiring and holding on to customers. But for many consumers, the rising volume of marketing messages is not empowering—it’s overwhelming. However, consumers gather information about a brand, how much they could trust the information and how readily they can weigh their options in the purchase journey. Moving towards decision simplicity and helping consumers complete the purchase journey is a profound change, one that typically requires marketers to flex new muscles and rethink how they craft their communications. 

2.    Stay focused

Kettlebell training teaches the body how to contend with a constantly changing center of gravity. By design, the center of gravity of a kettlebell lays 6- 8 inches outside of an individual’s grip; this replicates the forces that one encounters in sport and activities in daily living. You need to stay focused on what you are doing at all times. If you let your mind wander while training, your technique will become sloppy. Injuries are more often a result of consistent neglect over time than of a few reps done poorly.

In today’s increasingly complex environment, the role of marketing is to help business drive profitable growth through leading-edge digital and physical customer experience. With the plethora of options available, it becomes important for a marketeer to stay focused in a constantly changing environment, break through the chaos, create real connections and use a right mix of marketing & communication in order to achieve your core goals and metrics laid out from the very beginning.

3.    Be flexible

Training with kettlebells is not dissimilar to a lot of plyometric exercises. That means you do a lot of controlled but powerful, almost explosive movements. During a kettlebell movement, you are also experiencing a controlled stretch, as well as pushing the limits of your range of motion. All of these equals one thing - improved flexibility. You might not think you are doing stretches while you swing or lift your kettlebell, but you are. Over time, you will notice significant improvements in your overall flexibility, and see how the strength and stability of your joints improve while your range of motion increases.

Imagine a T-20 cricket match set up. The batsman dares not step out of the crease before the bowler bowls, because that would give the bowler enough time to vary his length and pace. However, if he takes a flexible stance – ready to step out or scoop the ball to fine leg, he could outsmart the bowler. Given the multiple uncertainties facing a business, being flexible is mandatory for success. As a marketer, one should not get too attached to a campaign/ initiative. Depending on the industry outlook and priorities of the organization, the leadership could take the decision of cutting short/ prolonging/ completely doing away the campaign. Also, the campaign execution could change depending on the need of the hour – from creating awareness to demand generation to pipeline progression.

4.    Adopt an integrated approach

Kettlebell training has a more holistic approach to muscle training. Where traditional training isolates and targets specific muscles, kettlebell training teaches you how to use your whole body as a single unit efficiently to complete tasks.

Today’s marketers find themselves in an incredibly complex environment. Traditional marketing models have broken down, fragmentation is rampant, and the fight for relevance depends on adopting a model equal to the challenges ahead. As marketers face mounting revenue pressure, a diversity of customers, markets, channels, and products, decreasing budgets, and siloed organizations, an integrated marketing approach, of aligning and coordinating a marketing organization to deliver a consistent, seamless, customer-centric content experience across all channels, is fast becoming the model of the future.

5.    Enjoy and reset

Kettlebells are great if you dread those exhausting, painful strength workouts, or want cardio benefits without spending hours on the treadmill. Kettlebell workouts combine both strength and cardio workouts. But the challenge of the kettlebell paired with the fact that it is fun to swing heavy caveman-like toys around makes them fun. You need to reset after every move and ensure that you generate the same power in your first and last swing.

Marketing is powerful. You can design visually appealing content, curate content that resonate with audience, apply numbers to actions, and form connections with your clients and your internal team. All this to present your content in a new light to the target audience. What’s not to enjoy about that? It is important to reset our marketing priorities and lead with the customer. 2020 has given us a license to do so. It may well be the start of a renaissance of marketing’s most fundamental role: understanding markets and consumers better than anyone else around. But only if you chose to make customer-driven marketing the new normal for your team and for your business.