How do you set trends if you aren't willing to be the first?

I was recently part of a conversation where an industry leader was describing pushback from their leadership about a new marketing initiative that was outside of the box of common practices for their company. It led me to think a lot about how marketers often find themselves at the crossroads of caution and audacity.

Trends come and go in the blink of an eye--as marketing professionals, we are all keenly aware of this. While navigating this dynamic field, we often find ourselves striving to make our companies stand out but afraid to take risks because of the possibility of failure or negative feedback. But let me ask you this: How do you set trends if you aren't willing to be the first? I believe embracing risk is not simply "worth it" but is essential to drive innovation and push industry standards to new levels.

Differentiate or Drown:

Who wants to blend? Blending is safe; blending is boring, blending is... stagnant. Standing out from the crowd requires calculated risks; daring to challenge the status quo can create a distinctive brand identity and cultivate a loyal following. Or you can choose to follow fads and drown in the sea of endless competitors.

Captivate Attention:

In an era of mega data and never-ending digital developments, capturing and retaining your audience’s attention can be overwhelming. Safe and conventional strategies often get lost in the noise. To cut through the clutter, you must be willing to push boundaries, be a disruptor and conquer the element of surprise.

Pioneer Innovation:

I love marketing and creative direction because I love innovating. Innovation is the lifeblood of marketing, and risk-taking is its driving force. By embracing true innovation, you can open doors to groundbreaking ideas. Being a trendsetter requires audacity and the courage to challenge conventions and norms. It is through taking risks that you uncover hidden opportunities and make advancements.

Learning from Failure:

I have certainly made mistakes and miscalculations. Developed campaigns that did not effectively speak to or reach the target audience. But these failures were supported by research, data analysis, and careful market studies. They simply missed the mark, and that's okay. Acknowledging that not every risk will yield the desired outcome is critical. Even if a campaign doesn't achieve the desired results, the lessons learned can guide future endeavors, enabling improvement and growth.

Sure, it is scary to take risks. But, doing so strategically, with a well-lined-out objective and goal in mind, should be embraced by marketers and leadership. Even if the desired result is not reached, these risks lead to the advancements that will form our industry's future. Go ahead, take a risk--be a trailblazer.