Standing too close.

Ever stand too close to a painting?* My uncle**?is?a well-known Irish painter.*** On some of his paintings, he used his fingers and a knife to create giant, colorful masterpieces. When you stand too close to one of his paintings, you can see the knife strokes and the finger smudges, the thick topography of paint with all its peaks and valleys. You can even see his fingerprints in the smudges. But when you step back, that’s when things become clearer and the?picture starts to come into focus.****?

For B2B brands, it's easy to fall into the same trap. We tend to stand so close to everything that we miss the bigger picture. We lose perspective because everything is framed around us, our products or services, our history or awards.?

(David C. Baker?refers to?this scenario as being unable to read the label because we’re stuck inside the jar.)?

Just as in?observing a piece of art, we have to take a step back. Get a different perspective. Start seeing?things from another point of view. Better yet, ask someone who’s already outside the jar.***** An outsider with another interpretation. An objective opinion to?challenge our?status quo by?revealing overlooked angles.

AS B2B brands, we must paint our masterpieces from the invaluable?vantage point of our prospects. We have to visualize?and frame?their specific needs in our works of art or their gaze wanders and their attention?is lost.?

So take a step back, get an outsider's perspective,******?and begin creating?from your prospect's point of view. You might be surprised by?the ‘happy little’ masterpiece your brand marketing will?become.

Sláinte,???? ??

Eric

Marjoram

Two ways I can help:

1. As a strategic advisor on product and brand messaging and marketing
2. As an external team, helping support your?ongoing marketing needs

Let's talk.?Book a free consultation?with me today.

*?Like one of those damn Stereogram posters (I?never could see the dolphin)

**?Jerry Marjoram - Landscape Artist - Dublin, Ireland

***?He was as famous as it gets for a Marjoram

****?Or in my case, the menu or receipt at a restaurant

***** If only you knew someone who’s an outsider (ahem!)?

******?Hint, hint.????? (large finger points in my direction)