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IBM's new "Do" campaign is brilliant. Similar to the theme of Nike's "Just Do It" campaign, Innovation Man was talking a lot and not doing anything.
Another commercial featured the Innovation Station, the place to rethink all of a company's core processes. When asked how it was working the businesswoman responded, "We haven't done it yet, but when we do do it we'll have a place to do it in." Classic!
The "I" word that Innovation Man forgot and the businesswoman was avoiding is implementation. We can talk all day about our fabulous thoughts and ideas. However, without implementation, it's just a bunch of hot air.
How can you encourage implementation within your firm? How about:
- Holding each other accountable.
- Rewarding efforts and results.
- Providing training to raise the confidence level of your team.
- Making the commitment to not be average.
- Writing a personal marketing plan and sticking to it.
- Confirming that there is a shared vision, mission and goals – what your firm strives to achieve.
- Writing #6 in a firm marketing plan including tactics, deadlines and those responsible for implementation.
As IBM's new tagline reads, "Stop talking. Start doing."
About the tennis, Roger Federer is amazing but I am now a big fan of Novak Djokovic. He really gave Roger a run for his money and has a great sense of humor!
Copyright 2007 © Capstone Marketing
Jean Marie Caragher is president of Capstone Marketing, providing marketing consulting services to CPA firms including Brand SurgerySM, marketing and strategic planning, retreat facilitation, and training. For more information contact her at 757.673.6826 or jcaragher@capstonemarketing.com.
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