| Rant: Best Practices are for Losers | | Date Created: Jul 12, 2005, 09:27 AM |
Warning: Some of you will be mad at me in about 5 minutes. That's okay. The truth hurts sometimes. But you'll be better after you read this. I can deal with your temporary displeasure.
Here we go...
I can't take it anymore!
I've just read one chapter of a recently released marketing book. In this single chapter the buzz-phrase "Best Practices" was used close to 20 times.
Folks, it's time to learn some new words.
I'm tired of people waiving this one around like it is some magic amulet that will cause coworkers, prospects and clients to switch off their brains, go into a hypnotic trance and magically go along with whatever proposition is being put across.
Actually, I think this phrase was coined by a clever salesman who sold to frightened middle managers who were scared that they were falling behind other middle managers. Like lemmings, they wanted to make sure they were following the rest of the vermin off the "right" cliffs.
And for those of you that think it adds persuasive punch when you use it, consider this: Do you think your competitors are out there telling prospects that they have "worst practices"? This phrase has become like the words "Service and Quality" were in the late 80's. Everyone's using it - so it means nothing. At the end of the day, it is lazy thinking. Certainly you can find something to say about your offering that is more distinctive and impactful than "best practices".
It's not a phrase that leaders in business should be using. And it's not a concept that innovative CMO's should be following. No, the business leader's goal is to shatter industry best practices – to have middle managers at other companies wondering who just knocked the chess board off the table and scattered the pieces all over the floor and threatened their secure little worlds.
Anyone pursing "best practices" has already placed themselves in the follower position. And as the saying goes - "Unless you're the lead dog, the view never changes."
Do you want to lead the pack or follow your competitors?
Then please, never use the term, "best practices" again.
[Next rant: "Framework"]
|
|
|
