You’ve got a million “great” ideas, and you want them all to be perfect, but overcomplicating things, and trying to do too much will ultimately be what prevents progress.

Respecting the mediocrity of the game means you have to simplify. Understand that most people will not be able to catch onto complex solutions. If you overcomplicate things not only with your clients and your prospects, but your team themselves, they won’t understand anything. And if they don’t understand the messaging, the strategy, or how to execute what you’ve given them it’s all because you’re trying to make it perfect, you will effectively miss the mark on all of it. Most people think more or less the same way. You have to be pointed with your messaging and your approach. You can’t be all things to everyone, because if you market to everyone, you market to no one.

 


Point 1

You’ve got to create a separation between yourself and the rest of the market without insulting your competition.

We developed a client’s sales strategy to differentiate them between other video production companies. Their competitors make the same videos, use the same cameras and lenses, and have talented cinematographers; but the purpose of our client’s videos is that they are specifically designed for conversions. We all use the exact same equipment, but we have a different approach so we paid specific attention to the story arc with the explicit purpose of conversion.

You’ve got to create a separation between yourself and the rest of the market without insulting your competition. But here’s the thing: What if somebody’s desire is not conversion? What if they desire something else? I could say, “that will only work for people that want to convert and want to increase conversions, So why don’t we create a different version of the script that does exactly that, from a differentiation standpoint. That’s where respecting mediocrity of the game comes in because it’s easy to overcomplicate things. You can take a very simple idea and overcomplicate it very quickly. The reality is, when you respect the mediocrity of the game, you are looking at people’s basic animalistic instincts and you create something that doesn’t overall fit a standard mold. It’s not going to work for everybody. Some people are going to say, “I want to do X and I want to do Y, etc”. And your response is simple: “you can be like them or you could be like us.”

Being like them is being like everybody else, but being like us is very specialized and unique. They may or may not want what we have, but they still don’t want to be left out of the “in crowd”. And the reason behind that is because of the way we crafted the messaging, it pulls people in. So when you respect the mediocrity of the game, you create very limited options, you make it very simple, and it allows you to launch, and you don’t get analysis paralysis.

Point 2

People always want something that nobody else has, and when we simplify that, we’re forcing people’s hand.

It’s no different than in blackjack.  You can sit there and try to count cards and try to figure out when to hit on a 16 or when to stay on a 16. But the reality is unless you are Rain Man and unless you understand the nuance perfectly, you’re going to be all over the place and there’s going to be no consistency. The best strategy, if you can’t count cards, is to pick one decision early on, you either hit on 16 or stay on 16. And that level of consistency, over time, you actually see results. Because otherwise if you’re not focused on making a strong decision, you are all over the place and you won’t be able to ride the odds. Because it’s a resetting of the permutation every time.

Conclusion

People want so much targeted segmentation and that’s the problem right now. Now, don’t get me wrong, I’m not advocating for mass media or one message for everybody, but there is a fine line where you can hyper-personalize or over-personalize and it just doesn’t work. If you over complicate something, even if you’re off by a little bit, you could end up being wildly incorrect. Sometimes, it’s better to leave it up to interpretation and give yourself flexibility in the gray area.

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