Sound. We all make it, some more than others. And it’s the same in business, and never has there been a better time to be heard. Though let me qualify this, there is a distinction between sheer volume and the distinct sounds of passionate and enthusiastic believers.
The enthusiasm with which the candidates have attacked the first few tasks is admirable. Enthusiasm, especially around the creative table, is an essential element; a fired up, high-energy session creates its own momentum of ideas. Enthusiasm and energy can get you a long way, particularly when the going gets tough.
What has been seriously less admirable is the usual Big Brother mix of ego’s, super-ego’s and demi-gods, focused solely on making, well noise quite frankly, and lots of it.
As expected a dose of Stella tempered the boys’ stag-rut (in complete contrast to real life). However, the screaming match continued on the girl’s team, with the all-seeing eyes of the classy Karen and Nick less than impressed.
The uncontrollable noise from the girls meetings reflects a similarity within many industries these days. The markets out there are often crowded, noisy places, not easy places for your customers to hear your voice. Sometimes it’s just hard to get heard.
It’s your marketing that gets you heard, and the very best marketing will do this in such a way that you’ll get heard over the din created by everyone else.
Many desperately join in to the cacophony of sound; hoping brash volume will turn heads, Joanna being a prime example. Others sit back, aghast at the wall of sound in front of them, unable or unwilling to get involved. Some crack it with expert advice. And others put up their hands and hope for the best just like Joy.
A hand in the air, will get attention initially but as the old saying goes, sometimes you can’t see the wood for the trees. And after seeing that hand wafting in the breeze for a few minutes, it no longer registers as relevant.
It is as true with your marketing. Truly uncontested spaces are difficult to find, and it is important that you are able to get noticed, and then create such an impression that it’s your voice that is the one others turn to.
Get heard, make some noise but ensure you can back it up. As Karren Brady put so succinctly, it’s about finding those moments where your words will make the most impact. Don’t think putting your hand in the air is enough. Joy did, and the impact was lost. And even more criminal, when she was given the platform in the boardroom to put her view over, she flunked it.
Throw your enthusiasm and energy into your messages, and find innovative and most importantly, relevant ways for your message to be heard. Pick your moments and strike with impact, understanding and relevance.
Then the next time you get vocal, you’ll see the room quietening a whole lot quicker, with no hands required.
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