Manizesto

It’s going to be a tough year for many businesses next year. Sales will be down, clients will leave and budgets will come under scrutiny. Which begs the question: Is innovative marketing going to die next year?

That depends on what type of marketer you are. The Scrutinizers will cut marketing budgets. The Dreamers will keep dreaming. The Worry Warts will do the same old thing and develop ulcers. But what about the Innovators? How can you innovate with resources under perusal and people less willing to take risks?

First, let’s define innovation. It’s not risk taking. It’s not unmeasurable. It’s not audacious. It can be all these things, but doesn’t need to be. Innovation is doing something new or doing something old in a new way. If you’re not innovating, you should be fired.

Innovative marketing will not die next year. In fact, the innovation field is ready to harvest next year. All you need are the skills to harvest it and to be better at it than others.

I plan to innovate next year by:

1. Always asking “Why?” When we develop systems and processes that work, we tend to never step back and question if they’re the best way to do things. This year, I’m on a quest to find better ways to message people, better ways to fulfill on promises and better way to improve customer relationships.

2. Always asking “What if?” Development resources, budget constraints, time and headcount are all limitations we’ve used to box ourselves in and restrain our thinking. Don’t do it. Dreaming is one of the best ways to come up with better, more innovative ways of doing things. In 2009, I’m going to make time to ask “What if?” often.

3. Always asking “Why not?” It’s a healthy question. When (not “if”) you get told “We can’t do that”, ask “Why not?” Ask it regularly, then let your mind explore ways you can still make things happen that would normally get shot down.

I guess what I’m saying is look for ways to challenge the status quo and innovation will follow.

[Photo by Sarah1rene]