I was thinking about what’s wrong with education and it dawned on me that a teacher could go for decades without changing his/her lesson plan. Okay, that might be an oversimplification but bear with me. So let’s says that happens for an American history teacher…how does that teacher refresh? Well, one might say they focus on the pedagogy – the teaching itself. With all students being different, the lesson may stay the same but the means of getting though, packaging, and connecting the lesson to “this years” student may change. (Let’s hope.) In other words the material doesn’t change the delivery does.
So what does that mean for branding and marketing? Do we use a syllabus to create our marketing approach? I suspect we do. I, for instance, have been using a couple of planning tools over the years that have not changed much: 24 Questions and a battery of Fact Finding questions. Sounds kind of formulaic, no? Am I lazy? These rigors act as fishing nets for me and what I catch will vary. What I do with that catch creates the differentiation. Hmm.
But suppose I approached each assignment more like composing a song. Or creating some other form of art? It would dash the formula don’t you think? This would be a case of getting rid of the syllabus. And going commando. Let’s think about that in 2013 and see if we can blow some doors off our approaches to strategic development. Peace!