During these COVID times, we’ve heard a bunch of terms that are supposedly the foundation of survival – the most widely used being ‘pivot’.
While I get it, the problem I have with this terminology is that it is expressed in such a way as to suggest people or organisations should be willing to let go of everything they have been doing for decades and embark on a totally different activity that may have more important commercial value at that time.
Been an airline for 80 years?
Let it go and start delivering groceries.
Been in hospitality for 3 decades?
Let it go and start working in a supermarket
Been in finance for the last 5 years?
Actually – stay as you are – you’re always going to find a way to make money.
OK, so I’m exaggerating … but I have read so many decks from strategists who throw around buzzwords without either seemingly understanding what they’re actually saying in them or – worse – what the implications would be if people actually did what they said.
Reframing your proposition is not pivoting. It’s reframing your proposition to existing or potential clients.
It’s airlines moving from carrying passengers to carrying freight.
Or restaurants moving from eating in to delivering out.
Pivoting is a fundamental change of direction … and who the fuck would do that?
Well I say that but then I saw this …
Yep, this person is a human pivot.
From digital marketing to being a magician with almost every profession in-between … including MIND READING!!!
From my perspective, he can never be out of work.
Not just because his range of talents means he’ll always be useful to someone – from boardrooms to kids parties – but because if you can mind-read, I expect every one of this marketing recommendations is EXACTLY what clients want.
Maybe this is what planners should be learning instead of frameworks and tools?
Forget my rant from a few weeks back and get down the local magic club to learn a few tricks. Hell, at the very least you could say, “my marketing ideas are magic”.
Just for the record, I’m not taking the piss out of this person – I genuinely think it’s amazing.
But there are 2 questions I would love to know.
1. Which came first, the magician/mindreading or the marketing?
2. Does this broad range of talents attract or repel potential clients?
I admit I noticed him because of his breadth of skills – and in the old days, I did a similar thing by making sure my resume mentioned how I used to be a session guitarist for 80/90’s popstars – however while that captured potential employers attention, I don’t think they would have called me in for interviews if they felt that was still my life.
Who knows, I just find it fascinating this individual openly communicates they’re in the consultancy world and the trickery world [yes, I know, I’m calling out the legitimacy of magic] so I’d love to know more about his story, which – in this competitive world where everyone is being told to pivot – means he’s already ahead of many in the pack.