Okay folks and FOPs, the lesson today is a brief, but simple one.
But first, as always is the case with me, a little preamble.
I’m currently in the throes of promoting my book “Pow! Right Between The Eyes! Profiting From the Power of Surprise,” and one of the tasks foisted upon authors in the promotional process is the penning of your-book’s-subject-related Op-Ed pieces for magazines and influential websites.
So…how do I put this in a nice way? Let’s say that one such Op-Ed piece—about applying Surprise Marketing tactics to an industry that will stay unnamed to protect the guilty—was refused by an editor on the grounds that “in the (unnamed) industry, you have no credibility.”
Hey babe, I’ve got something WAY better than credibility…
I’ve got what your industry, what EVERY industry, needs (especially these days).
I’ve got INcredibility!
That, my friends, is the lesson.
The promise of a loud, eye-popping, surprising tomorrow trumps the achievements of one’s past…no matter how big they are. (If this were NOT the case, John McCain would now be President.)
Last week, I spoke to a university marketing class. These 100 or so leaders of tomorrow were being “taught” by a guy with LOADS of credibility. He had written academic papers and had multiple degrees. But he was dull as cold porridge. Kids were plucking arm hairs and jabbing themselves with sharp instruments just to stay awake. They weren’t learning anything; they were trying to maintain consciousness until the class came to a merciful end.
Credibility is overrated. It’s yesterday’s news.
Really now, who cares where you’ve been? Does it matter? As they say in the fine print disclaimer of every investment prospectus: “Past performance is not indicative of future results.” And given the current state of the investment industry…well, you get my drift.
These days, we all live in
the present, and have access to the same amount of influence. A student video can overshadow a
These days, it’s all about where you’re gonna go. And, trust me, you’re gonna go further if you’re Incredible.
This, I know from experience.