Do you know the most powerful skill you have to overcome brands with bigger budgets?
Some say it’s know-how, which in a way is true, but that’s not the main driver for major breakthroughs in growth and attention.
I would argue that’s CREATIVITY. 🤔
Creativity as the main driver to overcome bigger budgets
The main driver to overcome bigger budgets, bigger marketing machines is to have a powerful idea and then execute it marvelously.
Because creativity without execution is like having a car without wheels, it won’t take you anywhere.
I was listening to Fernando Machado, the Global CMO at RBI (Burger King, Popeyes and Tim Hortons) in a CMO Podcast episode with Jim Stengel and his passion for creativity is infectious.
And he’s battling with a juggernaut called McDonald’s. The way they have been thriving with a smaller budget was to build a creativity hub that delivers new ideas like a “machine gun”. – his words, not mine – 😁
I notice the same thing at sendXmail(s). The email campaigns and automation that work better are based on a powerful idea having a life of its own—simple ideas, placed on a message with an impact bigger than anything we would imagine.
Harness creativity around you. Surround yourself with creative people and use that as leverage to overcome challenges.